Journal of Consumer Marketing: Volume 7 Issue 2

Building Successful Brands: The Strategic Options

Peter Doyle

Examines branding strategies in the light of the debate aboutwhether brands should be included on balance sheets. Discusses thefactors involved in the creation of successful…

Fad or Trend? How to Distinguish Them and Capitalize on Them

Martin G. Letscher

Discusses how it is possible to anticipate social and technologicalchanges and use them to create a competitive advantage. Examines theimportance of distinguishing between…

Product Class Competitors as Sources of Innovative Marketing Strategies

C. Whan Park, Daniel C. Smith

Describes an approach to competitive analysis that focuses oninter‐industry learning. Examines examples which show how the approachcan provide insight into identifying new product…

Consumer Evaluations of Responses to Complaints: What’s Fair and Why

Cathy Goodwin, Ivan Ross

Suggests that theories of procedural fairness can offer insightsinto the effectiveness of complaint‐handling strategies. Discussescomplaint‐handling strategies, equity theory…

Marketing with Music

Gail Tom

Discusses the use of hit music, parodies of hit music, andoriginally scored music for products advertised in televisioncommercials. Examines the results of a study undertaken to…

Effects of Store Music on Shopping Behavior

Richard Yalch, Eric Spangenberg

Describes an experiment conducted comparing the effects ofbackground and foreground music on clothing store shoppers. Concludesthat choosing to play store music solely to satisfy…