Editorial
| Pages | 613-614 |
| Published date | 21 November 2016 |
| Date | 21 November 2016 |
| DOI | https://doi.org/10.1108/JPBM-09-2016-1322 |
| Author | Cleopatra Veloutsou,Francisco Guzman |
| Subject Matter | Marketing,Product management,Brand management/equity |
Editorial
Welcome to the final issue of the Volume celebrating the 25
years of the Journal of Product and Brand Management, Vol. 25
No. 7. This issue has in total eight contributions. Consistent
with the promise made in the beginning of the year, this issue
also starts with a contribution of a member of the Journal’s
Senior Advisory Board: Nicolas Papadopoulos. This paper is
followed by four papers on Product & Brand Management
and six papers on Pricing Strategies and Practice. The 20
contributors in this issue are based at universities from eight
different countries in four continents.
Nicolas Papadopoulos discusses issues related with
nation branding for foreign direct investment. The majority
of the literature on place branding focuses on destination
branding and is explicitly or implicitly related to tourism.
There is also some literature on place branding that focuses
on the manner that inhabitants understand the place they
are leaving in. Given the nature of the current world trade,
many nations are greatly dependant on foreign investment.
The academic engagement on this topic is however limited.
This manuscript discusses the challenges of nation
branding, provides an overview of the research on nation
branding for investment attraction and provides directions
for future research in the area.
The following three papers focus on branding issues.
Mobin Fatma, Imran Khan, and Zillur Rahman use a
sample of 489 banking consumers in India and examine the
influence of two types of corporate associations (corporate
ability and corporate social responsibility) on consumer
brand loyalty. The results imply that both types of
corporate associations have a positive relation with brand
loyalty, and this relationship is mediated by brand
identification, affective commitment and satisfaction.
Irene Gil-Saura, Eugenia Ruiz-Molina and Gloria
Berenguer-Contri also look at a similar outcome, as their
research is predicting behavioural intentions in terms of
various consumer actions. Using a sample of 820
consumers of store chains in Spain, the study supports that
brand equity is formed primarily through loyalty but also
through service quality, product quality and perceived
value, and that high brand equity is likely to make
consumers act positively towards the brand.
Raphael Odoom examines brand marketing efforts and
consumer loyalty among mobile phone users within an
emerging market context. He identifies four principal brand
marketing efforts with varying degrees of importance
among high and low loyalty consumer segments. These
brand marketing efforts exhibit various likelihood results on
brand-specific loyalties among consumers of the mobile
phone brands particularly relevant in an emerging market
context.
The final five papers of the issue focus on pricing
problems. Rozenn Perrigot, Guy Basset and Brinja
Meiseberg concentrate on the resale pricing in franchising.
The analysis of the 46 interviews contacted with franchisees
in France reveals that the franchisees generally respect the
recommended resale prices suggested by the franchiser.
The contribution by Pierre Desmet analyses how
questionnaire measures of consumers’ willingness to pay
and price sensitivity are biased. It uses an experimental
framework with online self-administrated questionnaires
from 500 participants to conclude that the method lower
respondents’ involvement and create substantial bias.
Hooman Estelami, Peter De Maeyer and Nicholas
Estelami use data from 8,000 product offers in six durable
goods categories to examine signalling effects of product
warranties on consumer perceptions. The analysis of the
data supports that the standardized annual premiums for
extended warranties vary across product categories and
brands in a systematic way and are also affected by the
retailer’s decision to use odd price endings for the sold
products and the extended warranties.
The study from Jung Eun Lee and Leslie Stoel uses
experimental design and two studies and focuses on tensile
price claims. Their findings suggest that the exposure to
tensile price claims influence expected price discount.
Adam Nguyen and Juan (Gloria) Meng use a
scenario-based experiment and 200 participants to examine
the manner that the source of funds (own or company
funds) affects buyer’s judgments of price fairness. The
results suggest that when paying with company money, the
participants feel that the price difference is not as significant
as than what they reported when they were involved with
the scenario, suggesting that they were paying with own
money.
The final contribution from Steve Dunphy extends by
way of replication an earlier study, “Blind man’s bluff: The
ethics of quantity surcharges” (Gupta and Rominger,
1996), and tests several hypotheses regarding changes in
the surcharging phenomenon occurred over time. His
findings show a highly significant difference in the current
pricing structure in comparison to the quantity surcharging
phenomenon in the past. Specifically, both the quantity of
the items surcharged and the magnitude of the surcharges
decreased in comparison to the surcharging originally
reported.
For this issue, the Journal of Product and Brand
Management relied on the help of nineteen reviewers, who
are based in eight different countries. They are listed below
in alphabetical order:
●Siddharth Bhatt, Dexter University, USA.
●Pedro Brito, Universidade do Porto, Portugal.
●Devon DelVecchio, Miami University, USA.
●Eric Dolansky, Brock University, Canada.
●Sujay Dutta, Wayne State University, USA.
●Jorge Fresneda, Dexter University, USA.
●Frederic Jallat, ESCP Europe, France.
●Umit Koc, Turkey.
●Stacy Landreth-Grau, Texas Christian University, Neeley
School of Business at TCU, USA.
●Jeonggyu Lee, Dexter University, USA.
●Scott Motyka, Keck Graduate Institute, USA.
●Mohammad Nejad, Fordham University, USA.
●Jonas Nilsson, University of Gothenburg, Sweden.
Journal of Product & Brand Management
25/7 (2016) 613–614
© Emerald Group Publishing Limited [ISSN 1061-0421]
[DOI 10.1108/JPBM-09-2016-1322]
613
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