Brand Familiarity and Advertising: Effects on the Evoked Set and Brand Preference

Retail buyer beliefs, attitude and behavior toward pioneer and me‐too follower brands

One potential source of pioneer brand advantage is retail buyers’ preference for pioneer brands. A model of pioneer brand advantage with retailers developed in the USA was teste...

The Dissonance Model in Post-Decision Product Evaluation

Post-decision cognitive reevaluation of instant coffee was primarily influenced by confirmation-disconfirmation experience with the product. Prior information resulting from bra...

Conceptualizing, Measuring, and Managing Customer-Based Brand Equity

The author presents a conceptual model of brand equity from the perspective of the individual consumer. Customer-based brand equity is defined as the differential effect of bran...

Consumers’ Perceptions of the Product—Use Situation

Research Constituents, Intellectual Structure, and Collaboration Patterns in <i>Journal of International Marketing</i>: An Analytical Retrospective

This study presents a retrospective on Journal of International Marketing using bibliometrics. The study finds that the journal’s run has been characterized by continuous growth...