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Journal Articles

Brand typicality impact on brand imitations evaluation and categorization

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André Le Roux, Marinette Thébault, Yves Roy, François Bobrie
Journal: Journal of Product & Brand Management
Journal of Product & Brand Management (2016) 25 (6): 600–612.
https://doi.org/10.1108/JPBM-07-2015-0923
Published: 19 September 2016
...André Le Roux; Marinette Thébault; Yves Roy; François Bobrie Purpose This research aims to explore the impact of an overlooked variable, brand typicality, on brand evaluation and the categorization of counterfeits and imitations. Design/methodology/approach The research design is a 2 × 2 × 2...
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Journal Articles

Consumers’ intention to donate to two children’s charity brands: a comparison of Barnardo’s and BBC Children in Need

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Nina Michaelidou, Milena Micevski, Nikoletta Theofania Siamagka
Journal: Journal of Product & Brand Management
Journal of Product & Brand Management (2015) 24 (2): 134–146.
https://doi.org/10.1108/JPBM-04-2014-0573
Published: 20 April 2015
...Nina Michaelidou; Milena Micevski; Nikoletta Theofania Siamagka Purpose – This paper aims to examine consumers’ non-profit brand image, brand typicality and past behaviour as determinants of intention to donate to two children charity brands. Design/methodology/approach – Data...
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