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Purpose – Despite the increasing sophistication of new product development (NPD) research, the reliance on traditional approaches to studying NPD has left several areas in need of further research. The authors propose addressing some of these gaps, especially the limited focus on consumer...
Purpose – This study proposes investigating the branding of small to medium‐sized enterprise (SME) wineries in an Australian context. By taking a qualitative approach, the theory building research seeks further to understand branding from the perspective of the SME winery, and in doing so, go...
Purpose – Brand management in small to medium‐sized enterprises (SMEs) is an area of study in its infancy. Although considerable literature has been published about brand management in general, all theory and case studies are based only on multinationals. This article proposes providing the...
Purpose – Proposes exploring a unique approach to the new product development process and its implications for new product developers Design/methodology/approach – The case was written after in depth interviews with company managers and customers. Findings – Provides information and a...
Purpose – The aim of this research is to examine the effects of congruent and incongruent brand concept extensions on consumer attitudes towards the extended product and feedback effects on the parent brand. Moreover, brand familiarity is proposed as an important moderator variable in...
Purpose – Studies on optimal discount levels have sometimes yielded contradictory results, leaving practitioners with unclear direction. This paper proposes clarifying the optimum discount levels. Design/methodology/approach – This study asked 453 consumers to choose their own optimal...
Purpose – This research proposes studying how consumers' familiarity with products impacts the degree to which consumers are sensitive to a seller's violation of procedural fairness norms in pricing. Past research has either studied the role of familiarity or the role of fairness in influencing...
Purpose – The paper proposes enhancing the understanding of the complex challenges inherent in the development of tourism destination brand slogans. Design/methodology/approach – Prior to completing a tourism marketing PhD, the author spent almost two decades working in the tourism industry,...
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