The Meaning and Management of Brands:
Consumer, Managerial, and Societal Perspectives
Ph.D. Seminar – ADMI831R
Joint Ph.D. Program
John Molson School of Business
Concordia University
Winter 2006
Instructor:
Office:
Telephone:
Fax:
E-mail:
Bianca Grohmann, Ph.D., Assistant Professor of Marketing
Concordia University, JMSB, GM 300-19
848-2424 extension 4845
848-4554
bgrohmann@jmsb.concordia.ca
Meeting time:
Office hours:
TBA
TBA
COURSE OUTLINE
COURSE DESCRIPTION
This Ph.D. seminar aims at providing graduate students in marketing with an in-depth
knowledge of consumer, organizational, and societal perspectives on brand management.
The course has two distinct components: (1) The meaning of brands from a cultural,
societal, personal, and interpersonal perspective, including a the meaning of possessions,
sacred and ritual brand experiences, and the role of nostalgia in shaping the meaning of
brands, and (2) the management of brands, including brand strategy, leveraging and
protection of brand equity, as well as the elements of the brand mix (brand name, logo,
packaging, pricing, promotions).
This seminar builds on the brief introduction to brand related issues in other doctoral
seminars (e.g., the Advanced Topics in Marketing and the Advanced Topics in Consumer
Behaviour doctoral seminars). Students who have not been exposed to the literature in
brand management will have the opportunity to familiarize themselves with this topic on a
basic level in this seminar, referring to the “introductory readings” listed in the assigned
readings section of this outline. Students have a basic knowledge of the brand
management literature will be discover a host of new references pertaining to various
aspects of brand meaning and management in this seminar.
COURSE OBJECTIVES
•
To demonstrate the importance of brands to the individual, the organization, and
society.
The Meaning and Management of Brands: Consumer, Managerial, and Societal Perspectives
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•
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To provide students with an understanding of how to create and manage
meaningful brands in the minds of consumers.
To provide understanding of the issues surrounding the brand management
function.
To provide students with an opportunity to develop skills in critically evaluating and
effectively communicating academic research.
COURSE FORMAT
The seminar consists primarily of discussions and assignments aiming at sharpening
students’ critical evaluation and writing skills. Students are expected to be very familiar
with all of the assigned readings each week. Comments and questions should be
prepared before meetings. Students are also expected to share the task of leading
discussions. Each student will be assigned leadership responsibility for a subset of the
readings each week.
REQUIREMENT OF COURSE PARTICIPANTS
The success of this seminar is entirely dependent upon the complete, active, and
meaningful participation of students. This includes careful reading of assigned articles
prior to class, regular seminar attendance, completion of written assignments, active
discussions, and a commitment to the course outside the classroom. Should any
participant feel that such a commitment is not possible, they are advised to withdraw
from the course.
REQUIRED COURSE MATERIALS
•
Please refer to the list of assigned readings attached to this outline.
EVALUATION
Performance will be evaluated in several ways to assess students’ understanding of
central issues involved in the course. There are four general areas of student
assessment:
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•
•
•
Class participation
Article discussion and written summaries
Integration of assigned readings
Term paper
o Proposal
10%
o Term paper
20%
o Final presentation
10%
20%
30%
10%
40%
Class Participation
It is expected that all students participate actively in discussions. Constructive criticism of
readings and other students’ work is welcome, as are ideas and comments pertaining to
the assigned topic. Regardless of whether there is a specific writing topic assigned for the
week’s readings, at a minimum, each student should come to each meeting with a one
The Meaning and Management of Brands: Consumer, Managerial, and Societal Perspectives
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paragraph statement of observations that the student is prepared to raise in class. These
statements should be turned in at the beginning of each meeting (so make a copy for your
own use during the meeting). Statements will be used to structure discussion in class. To
the extent that the flow of discussion permits, students will have the opportunity to
contribute their prepared points (and preferably more than that) to the discussion.
Readings Summary and Discussion
A list of assigned readings (published articles and book chapters) has been prepared for
each meeting. Students are expected to read the assigned articles in advance of each
meeting. The value of this seminar depends on the extent to which students are prepared
to contribute to the discussion of the articles in an informed, thoughtful, and critical manner.
Hence it is imperative that the student not only read, but also think about the readings
before attending meetings. Students are encouraged to make notes about any issues
related to the readings that he/she would like to raise during the meetings while reading
each article.
Each student will be responsible for presenting and discussing a subset of the readings
assigned for each meeting. In preparation for leading the discussion on these articles, the
student is asked to prepare a written article summary, to be handed in to the instructor prior
to the meeting on the due date.
The one-page summary of each assigned reading for this seminar should be structured as
follows:
• Student name, ID number
• Complete citation of the assigned article
Follow University of Chicago style (JCR reference style), including author(s), year of
publication, title, journal, volume, number, start and end page.
• Theoretical/conceptual background
This section should summarize relevant past research on which the article builds,
and use this summary as a base for building up testable hypotheses.
• Hypotheses tested
This section should briefly summarize the hypotheses tested in the research.
• Methodology
This section should include a summary of experimental design, subjects,
procedure, measurement of variables, and manipulation checks.
• Analysis and results
This section should contain a brief summary of the data analysis methods used,
and the results.
• Contributions of the article, critique and ideas for future research
This section should focus on the contribution of the article to current research in
retail atmospherics/consumer behaviour/marketing and reflect the student’s
assessment of key strengths and weaknesses of the research. In addition, it should
include two (2) relevant ideas arising from the research that could contribute to the
understanding of retail atmospherics.
• Additional references (separate page, not part of the one-page summary)
This section should identify at least three research publications that complement the
assigned article (i.e., they deal with the same topic). At least one of these
references should have been published in 2003 or later.
The Meaning and Management of Brands: Consumer, Managerial, and Societal Perspectives
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If an article is a conceptual paper, the summary will focus on the theoretical/conceptual
background and the conceptual contributions of the research. A critique and ideas for future
research need to be presented nevertheless. The student is expected to be prepared to
orally explain and defend the points raised in the article summary.
The evaluation of the article summary is based on the student’s ability to clearly and
concisely summarize extant research (in written and oral form), and his/her ability to
critically evaluate the research, judge its contribution and develop promising research ideas
based on the readings.
Integration of Assigned Readings
Students will be asked to sometimes write directed assignments regarding the readings
listed for each week. These exercises will emphasize the integration of readings with the
objective to teach students to develop their abilities to communicate clearly and concisely
about a body of literature (not just a single paper) they have reviewed. This skill is highly
useful in the development of manuscripts (particularly the literature review section).
Term Paper
The student will develop an original research proposal during the course of the seminar.
The topic should be an issue related to any of the seminar topics of interest to the student.
The proposal will be a maximum of twenty pages, double-spaced (not including the
reference section or appendices). The proposal will consist of the following sections:
•
•
•
•
•
•
Abstract (100 words maximum)
This section clearly states the conceptual, methodological and practical implications
of the proposed research.
Introduction
This section should motivate the proposal by briefly identifying the general
importance of the topic, and the contribution/s of the proposed research.
Literature review
This section should summarize relevant past research, and use this summary as a
base for building up testable hypotheses.
Hypotheses
Method
This section should include details about experimental design (if applicable),
subjects, procedures, measurement of variables, instructions to subjects,
manipulation checks, etc.
Analysis plan
This section should contain a detailed statistical analysis plan, including
manipulation checks.
Students must submit a two-page preliminary outline of the research proposal to the
instructor by meeting 5. To get ideas for their research proposal, students might find it
useful to skim the papers assigned to later meetings before these papers are formally
discussed. The student will discuss the preliminary outline with the instructor and clarify any
outstanding issues before moving forward to develop the full proposal.
The Meaning and Management of Brands: Consumer, Managerial, and Societal Perspectives
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Students are encouraged to update the instructor on their progress on a regular basis and
to obtain feedback on drafts of the proposal on an ongoing basis. The research proposal
should be submitted in meeting 12. In meeting 13, students will present their proposal and
receive feedback on the submitted written version. Following meeting 13, students are
asked to implement required changes to the research proposal. The final and complete
version of the proposal must be turned in to the instructor at the end of the third working
day following the presentation at the latest.
The quality of the proposal will be measured primarily by the conceptual, methodological
and analytical thoroughness of the paper. The paper should be fit for submission to a
recognized marketing conference (ACR, AMA, etc.) and/or for future publication in a major
marketing journal (Journal of Marketing, Journal of Marketing Research, Journal of
Consumer Research). A bonus will be given if the proposed study has actually been
conducted and if the data have been analyzed.
The presentation of the term paper should be worthy of a presentation at a major marketing
conference. It is imperative that students present their term paper in a professional manner
and that they are prepared to convincingly answer questions raised by the audience. It is
suggested that students use PowerPoint or transparencies in their presentation. The
maximum length of each presentation depends on the number of students enrolled in the
seminar and will be announced by the instructor.
OTHER IMPORTANT ISSUES WITH REGARD TO SUBMITTING WRITTEN
ASSIGNMENTS
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•
•
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•
•
The student is responsible for obtaining a copy of the assigned articles. Most
articles are available through online resources or in the library system.
The article summaries must be typed, with a minimum of 11-pt Times New
Roman or Arial font, with 1-inch margins (top, bottom, left, and right). Pages must
be sequentially numbered. Article summaries may be single-spaced.
The research paper submission must be typed, double-spaced, 12-pt size, New
Times Roman font, with a minimum of 1-inch margins (top, bottom, left, and
right). The body of the text should be left adjusted. Pages must be sequentially
numbered. Name, ID number, and contact information of the author must be
written on the cover page.
Regardless of whether written work is completed in English or French, it is
expected to be grammatically correct, with no spelling or typographical errors.
Excessive errors, sloppy presentation style, and poor writing will result in grade
reduction.
All written work is due on the assigned date. No exception. Papers not submitted
on the due date will automatically lose 15% of the grade value for that
assignment per day of lateness.
All students are expected to respect the code of academic integrity. Failure to do
so will result in a score of zero for the work in question and further investigation.
The Meaning and Management of Brands: Consumer, Managerial, and Societal Perspectives
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ACADEMIC INTEGRITY
All students are expected to do their own work when completing assignments for this
course. Failure to do so will result in immediate failure of the course. Students are also
expected to be familiar with guidelines regarding plagiarism. If you have any questions
about this policy, please see the instructor.
COURSE SCHEDULE
Class Topic
1
Introduction
2
The cultural meaning of brands
3
The personal meaning of objects
4
Personal and interpersonal dimensions of brands
5
Cognitive views of branding
6
Ritual and sacred brand experience
7
Nostalgia and brand experience
8
Issues in brand strategy
9
Brand mix 1: Brand name and logo
10
Brand mix 2: Packaging, pricing, and promotions
11
Battle of the brands: National versus private brands
12
Leveraging and protection of brand equity
13
Term Paper Discussion
Assignments
Term paper proposals due
Term papers due
The Meaning and Management of Brands: Consumer, Managerial, and Societal Perspectives
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LIST OF ASSIGNED READINGS
Key readings are marked *.
Week 1 – Introduction
Week 2 – The cultural meaning of brands
Introductory Readings
* McCracken, Grant (1986), “Culture and Consumption: Theoretical Account of the
Structure and Movement of the Cultural Meaning of Consumer Goods,” Journal of
Consumer Research, 13 (June), 71-84.
Assigned Readings (mandatory for all students)
Arnould, Eric J. and Richard Wilk, (1984), “Why do the Natives Wear Adidas,” in
Advances in Consumer Research, Vol. 11, Thomas C. Kinnear (ed.), Ann Arbor, MI:
Association for Consumer Research, 748-752.
Ger, Güliz, and Russell W. Belk (1996), “I’d Like to Buy the World a Coke:
Consumptionscapes of the ‘Less Affluent World,’ Journal of Consumer Policy, 19
(September), 271-304.
Holt, Douglas (2002), “Why Do Brands Cause Trouble? A Dialectic Theory of Consumer
Culture and Branding,” Journal of Consumer Research, 29 (June), 70-90.
McAlexander, James H., John W. Schouten, and Harold F. Koenig (2002), “Building
Brand Community,” Journal of Marketing, 66 (January), 38-54.
Thompson, Craig J., and Siok Kuan Tambyah (1999), “Trying to Be Cosmopolitan,”
Journal of Consumer Research, 26 (December), 214-241.
Thompson, Craig J., and Zeynep Arsel (2004), “The Starbucks Brandscape and
Consumers’ (Anticorporate) Experiences of Glocalization,” Journal of Consumer
Research, 31 (December), 631-642.
* Wallendorf, Melanie, and Eric J. Arnould (1988), “My Favorite Things: A Cross-Cultural
Inquiry into Object Attachment, Possessiveness and Social Linkage,” Journal of
Consumer Research, 14 (March), 531-547.
Supplemental Readings
Joy, Annamma, and Melanie Wallendorf, (1996) “The Development of Consumer Culture
in the Third World: Theories of Globalism and Localism,” in Consumption and
Marketing, Russell W. Belk, Nikhilesh Dholakia, and Alladi Venkatesh, eds.,
Cincinnati, OH: South-Western College Publishing.
The Meaning and Management of Brands: Consumer, Managerial, and Societal Perspectives
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Jones, Marc T., and Alladi Venkatesh, (1996), “The Role of Transnational Corporation in
the Global Marketplace: A Critical Perspective,” in Consumption and Marketing,
Russell W. Belk, Nikhilesh Dholakia, and Alladi Venkatesh, eds., Cincinnati, OH:
South-Western College Publishing.
Richins, Marsha L. (1996), “Materialism, Desire, and Discontent: Contributions of
Idealized Advertising Images in Social Comparison,” in Marketing and Consumer
Research in Public Interest, Ronald Paul Hill, ed., Thousand Oaks, CA: Sage.
Week 3 – The personal meaning of objects
Introductory Readings
* Belk, Russell (1988), “Possessions and the Extended Self,” Journal of Consumer
Research, 15 (September), 139-168.
Assigned Readings (mandatory for all students)
Beggan, James K. (1992), “On the Social Nature of Non-Social Perception: The Mere
Ownership Effect,” Journal of Personality and Social Psychology, 62 (2), 229-237.
Belk, Russell W. (1989), “Extended Self and Extending Paradigmatic Perspective,”
Journal of Consumer Research, 16 (June), 129-131.
Belk, Russell W. (1992), “Moving Possessions: An Analysis Based on Personal
Documents from the 1847-1869 Mormon Migration,” Journal of Consumer Research,
19 (3), 339-361.
Cohen, Joel B. (1989), “An Over-Extended Self?” Journal of Consumer Research, 16
(June), 125-128.
* Hill, Ronald Paul, and Mark Stamey (1990), “The Homeless in America: An
Examination of Possessions and Consumption Behaviors,” Journal of Consumer
Research, 17 (December), 303-321.
Price, Linda L, Eric J Arnould, and Carolyn Folkman Curasi (2000), “Older Consumers'
Disposition of Special Possessions,” Journal of Consumer Research, 27 (2), 179202.
Schultz Kleine, Susan, Kleine III, Robert E. and Chris T. Allen (1995), “How is a
Possession ‘Me’ or ‘Not Me’? Characterizing Types and Antecedent of Material
Possession Attachment,” Journal of Consumer Research, 22 (December), 327-343.
Sen, Sankar and Eric J. Johnson (1996), “Mere Possession Effects Without Possession
in Consumer Choice,” Journal of Consumer Research, 24 (June), 105-117.
The Meaning and Management of Brands: Consumer, Managerial, and Societal Perspectives
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Week 4 – Personal and interpersonal dimensions of brands
Introductory Readings
* Fournier, Susan (1998), “Consumers and Their Brands: Developing Relationship
Theory in Consumer Research,” Journal of Consumer Research, 24 (March), 343373.
Assigned Readings (mandatory for all students)
* Aaker, Jennifer (1997), “Dimensions of Brand Personality,” Journal of Marketing
Research, 34 (August), 347-356.
Aaker, Jennifer, Susan Fournier, and Adam S. Brasel (2004), “When Good Brands Do
Bad,” Journal of Consumer Research, 31 (June), 1-16.
Aggarwal, Pankaj (2004), “The Effects of Brand Relationship Norms on Consumer
Attitudes and Behavior,” Journal of Consumer Research, 31 (June), 87-101.
Dolich, Ira J. (1969), “Congruence Relationships Between Self Images and Product
Brands,” Journal of Marketing Research, 6 (February), 80-84.
Ji, Mindy F. (2002), “Children's Relationships with Brands: ‘True Love’ or ‘One-Night’
Stand?” Psychology & Marketing, 19 (4), 369-387.
Muniz Jr. Albert M. and Thomas C. O’Guinn (2001), “Brand Community,” Journal of
Consumer Research, 27 (March), 412-433.
Ringold, Debra Jones (1988), “Consumer Response to Product Withdrawal: The
Reformulation of Coca-Cola,” Psychology & Marketing, 5 (Fall), 189-210.
Wells, William D., Frank J, Andriuli, Fedele J. Goi, and Stuart Seader (1957), “An
Adjective Checklist for the Study of Product Personality,” Journal of Applied
Psychology, 41 (5), 317-319.
Week 5 – Cognitive views of branding
Introductory Readings
* Keller, Kevin Lane (1993), “Conceptualizing, Measuring and Managing CustomerBased Brand Equity,” Journal of Marketing, 57 (January), 1-22.
Assigned Readings (mandatory for all students)
* Boush, David M. and Barbara Locken (1981), “A Process-Tracing Study of Brand
Extension Evaluation,” Journal of Marketing Research, 28, (February), 16-28.
Coulter, Keith S. and Girish N. Punj (2004), “The Effects of Cognitive Resource
Requirements, Availability, and Argument Quality on Brand Attitudes,” Journal of
Advertising, 33 (4), 53-65.
The Meaning and Management of Brands: Consumer, Managerial, and Societal Perspectives
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Lee, Angela Y. (2002), “Effects of Implicit Memory on Memory-Based versus StimulusBased Brand Choice,” Journal of Marketing Research, 39 (November), 440-454.
Morrin, Maureen, and S. Rathneshwar (2003), “Does It Make Sense to Use Scents to
Enhance Brand Memory?” Journal of Marketing Research, 40 (February), 10-25.
Silverman, Steven N., David E. Sprott, Vincent Pascal (1998), Relating ConsumerBased Sources of Brand Equity to Market Outcomes,” in: Advances in Consumer
Research, Vol. 26, Eric J. Arnould and Linda M. Scott (eds.), Provo, UT: Association
for Consumer Research, 352-358..
Erdem, Tülin, Joffre Swait, Susan Broniarczyk, Dipankar Chakravarti, Jean-Noël
Kapferer, Michael Keane, John Roberts, Jan-Benedict E. M. Steenkamp, Florian
Zettelmeyer (1999), “Brand Equity, Consumer Learning and Choice,” Marketing
Letters, 10 (3), 301-318.
Supplemental Readings
Gordon, Wendy (2002) “The Darkroom of the Mind – What Does Neuropsychology Now
Tell us About Brands?” Journal of Consumer Behaviour, 1 (3), 280-293.
Supphellen, Magne (2000), “Understanding Core Brand Equity: Guidelines for In-Depth
Elicitation of Brand Associations,” International Journal of Market Research, 42 (3),
319-340.
Van Osselaer, Steijn M. J., and Chris Janiszewski (2001), "Two Ways of Learning Brand
Associations," Journal of Consumer Research, 28 (September), 202-222.
Week 6 – Ritual and sacred brand experience
Introductory Readings
* Arnould, Eric J. and Linda L. Price (1993), “River Magic: Extraordinary Experience and
the Extended Service Encounter,” Journal of Consumer Research, 20 (June), 24-45.
* Belk, Russell W., Melanie Wallendorf, John F. Sherry Jr. (1989), “The Sacred and the
Profane in Consumer Behavior: Theodicy on the Odyssey,” Journal of Consumer
Research, 15 (June), 1-38.
Assigned Readings (mandatory for all students)
Belk, Russell W. and Janeen Arnold Costa (1998), “The Mountain Man Myth: A
Contemporary Consuming Fantasy,” Journal of Consumer Research, 25 (3), 218 241.
Hirschman, Elizabeth C. and Priscilla A. LaBarbera (1990), “Dimensions of Object
Importance,” Psychology & Marketing, 7 (Fall), 215-233.
Moore, Alexander (1980), “Walt Disney World: Bounded Ritual Space and the Playful
Pilgrimage Center,” Anthropological Quartely, October, 207-218.
The Meaning and Management of Brands: Consumer, Managerial, and Societal Perspectives 10
* Rook, Dennis W. (1985), “The Ritual Dimension of Consumer Behavior,” Journal of
Consumer Research, 12 (December), 251-264.
Wallendorf, Melanie and Eric J. Arnould (1991), “‘We Gather Together:’ Consumption
Rituals of Thanksgiving Day,” Journal of Consumer Research, 18 (June), 13-31.
Supplemental Readings
Bonsu, Samuel K. and Russell W. Belk (2003), “Do Not Go Cheaply Into That Good
Night: Death-Ritual Consumption in Asante, Ghana,” Journal of Consumer Research,
30 (June), 41-55.
McCrerry, John (1995), “Malinowski, Magic and Advertising,” in Contemporary Marketing
and Consumer Behavior: An Anthropological Sourcebook, John R. Sherry, Jr. (ed.),
Thousand Oaks, CA: Sage, 245-281.
Week 7 – Nostalgia and brand experience
Belk, Russell W. (1991), “Possessions and the Sense of Past” in Highways and
Buyways, Russell W. Belk, Provo, UT: Association for Consumer Research, 114130.
Havlena, William J. and Susan J. Holak (1991), “The Good Old Days: Observation and
its Role in Consumer Behavior,” in: Advances in Consumer Research, Vol. 18,
Rebecca H. Holman and Michael R. Solomon (eds.), Provo, UT: Association for
Consumer Research, 323-329.
Holak, Susan L. and William J. Havlena (1992), “Nostalgia: An exploratory Study of
Themes and Emotions in the Nostalgic Experience,” in: Advances in Consumer
Research, Vol. 19, John F. Sherry, Jr. and Brian Sternthal (eds.), Provo, UT:
Association for Consumer Research, 380-387.
* Hoolbrook, Morris B. (1993), “Nostalgia and Consumer Preferences: Some Emerging
Patterns of Consumer Tastes,” Journal of Consumer Research, 20 (September),
245-257.
Muehling, Darrel D. and David E. Sprott (2004), “The Power of Reflection: An Empirical
Examination of Nostalgia Advertising Effects,” Journal of Advertising, 33 (3), 25-36.
Schindler, Robert M. and Morris B. Holbrook (2003), “Nostalgia for Early Experience as
a Determinant of Consumer Preferences,” Psychology & Marketing, 20 (4), 275-302.
Stern, Barbara B. (1992), “Historical and Personal Nostalgia in Advertising Text: The Fin
de Siècle Effect,” Journal of Advertising, 31 (December), 11-22.
Supplemental Readings
Brown, Stephen, Kozinets, Robert V, Sherry Jr. John F. (2003), “Teaching Old Brands
New Tricks: Retro Branding and the Revival of Brand Meaning” Journal of Marketing,
67 (July), 19-33.
The Meaning and Management of Brands: Consumer, Managerial, and Societal Perspectives 11
Goulding, Christina (2001), “Romancing the Past: Heritage Visiting and the Nostalgic
Consumer,” Psychology & Marketing, 18 (6), 565-592.
Holbrook, Morris B. and Robert M.Schindler (2003), “Nostalgic Bonding: Exploring the
Role of Nostalgia in the Consumption Experience,” Journal of Consumer Behaviour,
3 (2), 107-127.
Olsen, Barbara (1995), “Brand Loyalty and Consumption Patterns: The Lineage Factor”
in Contemporary Marketing and Consumer Behavior: An Anthropological
Sourcebook, ed. John F. Sherry Jr., Thousand Oaks, CA: Sage, 245-281.
Witkowski, Terrence H. (1998), “The Early American Style: A History of Marketing and
Consumer Values,” Psychology & Marketing, 15 (2), 125-144.
Week 8 – Issues in brand strategy
Introductory Readings
Broniarczyk, Susan M. and Andrew D. Gershoff (2003), “The Reciprocal Effects of
Brand Equity and Trivial Attributes,” Journal of Marketing Research, 40(2), 161-172.
* Carpenter, Gregory S., Rashi Glazer and Kent Nakamoto (1994), "Meaningful Brands
from Meaningless Differentiation: The Dependence on Irrelevant Attributes," Journal
of Marketing Research, 31 (August), 339-50.
* Keller, Kevin Lane (.1993), "Conceptualizing, Measuring, and Managing CustomerBased Brand Equity", Journal of Marketing, 57 (January), 1-22.
* Sujan, Mita and James R Bettman (1989), "The Effects of Brand Positioning Strategies
on Consumers' Brand and Category Perceptions: Some Insights from Schema
Research,” Journal of Marketing Research, 26 (November), 454-467.
Assigned Readings (mandatory for all students)
Alpert, Frank H., Michael A. Kamins, and John L. Graham (1992), "An Examination of
Reseller Buyer Attitudes Toward Order of Brand Entry," Journal of Marketing, 56
(July), 25-37.
Carpenter, Gregory S. (1989), "Perceptual Position and Competitive Brand Strategy in a
Two – Dimensional, Two-Brand Market," Management Science, 35 (September),
1029-1044.
* Kerin, Roger A., P. Rajan Varadarajan, and Robert A. Peterson (1992), "First-Mover
Advantage: A Synthesis, Conceptual Framework, and Research Propositions,"
Journal of Marketing, 56 (October), 33-52.
Low, George S. and Ronald A. Fullerton (1994), “Brands, Brand Management, and the
Brand Manager System: A Critical-Historical Evaluation,” Journal of Marketing
Research, 31 (May), 173-190.
The Meaning and Management of Brands: Consumer, Managerial, and Societal Perspectives 12
* Park, C. Whan, Bernard J. Jaworski, and Deborah J. MacInnis (1986), "Strategic Brand
Concept – Image Management," Journal of Marketing, 50 (October), 135-145.
Raj, S. P. (1985), "Striking a Balance Between Brand 'Popularity' and Brand Loyalty,"
Journal of Marketing, 49 (Winter), 53-59.
Supplemental Readings
Adaval, Rashmi (2003), “How Good Gets Better and Bad Gets Worse: Understanding
the Impact of Affect on Evaluations of Known Brands,” Journal of Consumer
Research, 30 (December), 352-367.
Kahn, Barbara, E., Manohar U. Kalwani, and Donald G. Morrison (1988), "Niching
Versus Change-of-Pace Brands: Using Purchasing Frequencies and Penetration
Rates to Infer Brand Positioning," Journal of Marketing Research, 25 (November),
384-90.
Keon, John W. (1983), "Product Positioning: Trinodal Mapping of Brand Images and
Consumer Preference," Journal of Marketing Research, 20 (November), 380-392.
Shugan, Steven M. (1987), "Estimating Brand Positioning Maps Using Supermarket
Scanning Data," Journal of Marketing Research, 24 (February), 1-18.
Week 9 – Brand mix 1: Brand name and logo
Brand Name
* Allison, Ralph I. and Kenneth P. Uhl (1964), “Influence of Beer Brand Identification on
Taste Perception,” Journal of Marketing Research, 1 (August), 36-39.
Baker, William E., Heather Honea, and Cristel Antonia Russell (2004), “Do not Wait to
Reveal the Brand Name: The Effect of Brand-Name Placement on Television
Advertising Effectiveness,” Journal of Advertising, 33 (3), 77-86.
Friedman, Hershey H., and William S. Dipple Jr. (1978), “The Effects of Masculine and
Feminine Brand Names on the Perceived Taste of a Cigarette,” Decision Sciences,
9, 467-471.
* Keller, Kevin Lane, Susan E. Heckler, and Michael J. Houston (1998), “The Effects of
Brand Name Suggestiveness on Advertising Recall,” Journal of Marketing, 62
(January), 48-57.
Yorkston, Eric and Geeta Menon (2004), “A Sound Idea: Phonetic Effects of Brand
Names on Consumer Judgments”, Journal of Consumer Research, 31 (1), 43-52.
Logo
* Henderon, Pamela W. and Joseph A. Cote (1998), “Guidelines for Selecting or
Modifying Logos,” Journal of Marketing, 62 (April), 14-30.
The Meaning and Management of Brands: Consumer, Managerial, and Societal Perspectives 13
Henderson, Pamela W., Joan L. Giese, and Joseph A. Cote (2004), “Impression Management
Using Typeface Design,” Journal of Marketing, 68 (October), 60-83.
Janiszewski, Chris and Tom Meyvis (2001), “Effects of Brand Logo Complexity,
Repetition, and Spacing on Processing Fluency and Judgment,” Journal of
Consumer Research, 28 (1), 18-33.
Supplemental Readings
Brand Name
Apelbaum, Eidan, Eitan Gerstner, and Prasad A Naik (2002), “The Effects of Expert
Quality Evaluations versus Brand Name on Price Premiums,” The Journal of Product
and Brand Management, 12 (2/3), 154-166.
Bake, William E. (2003), “Does Brand Name Imprinting in Memory Increase Brand
Information Retention?” Psychology & Marketing, 20 (12), 1119-1135.
Bristow, Dennis N., Kenneth C Schneider, and Drue K Schuler (2002), “The Brand
Dependence Scale: Measuring Consumers' Use of Brand Name to Differentiate
among Product Alternatives,” The Journal of Product and Brand Management, 11,
(6/7), 343-357.
Bushman, Brad J. (1993), “What’s in a Name? The Moderation Role of Public SelfConsciousness on the Relation Between Brand Label and Brand Preferences,”
Journal of Applied Psychology, 78 (5), 857-861.
Klink, Richard R. (2000), “Creating Brand Names With Meaning: The Use of Sound
Symbolism,” Marketing Letters, 11 (1), 5-20.
Klink, Richard R. (2001), “Creating Meaningful New Brand Names: A Study of Semantics
and Sound Symbolism,” Journal of Marketing Theory and Practice, 9 (2), 27-35.
* LeClerc, France, Bernd H. Schmitt, and Laurette Dubé (1994), “Foreign Branding and
its Effects on Product Perceptions and Attitude,” Journal of Marketing Research, 31
(May), 263-270.
Lee, Yih Hwai, and Swee Hoon Ang (2003), “Interference of Picture and Brand Name in
a Multiple Linkage Ad Context,” Marketing Letters, 14 (4), 273-288.
Rigaux-Bricmont, Benny (1982), “Influence of Brand Name and Packaging on Perceived
Quality,” in Advances in Consumer Research, Vol. 19, A. Mitchell ed., Provo, UT:
Association for Consumer Research, 472-477.
Twitchell, James B. (2004), “An English Teacher Looks at Branding,” Journal of
Consumer Research, 31 (2), 484-490.
Week 10 – Brand mix 2: Packaging, pricing, and promotions
Packaging
The Meaning and Management of Brands: Consumer, Managerial, and Societal Perspectives 14
McDanile, Carl and R.C. Baker (1977), “Convenience Food Packaging and the
Perception of Product Quality,” Journal of Marketing, 41 (October), 57-58.
McNeal, James U., and Mindy F. Ji (2003), “Children's Visual Memory of Packaging,”
The Journal of Consumer Marketing, 20 (4/5), 400-428.
Rettie, Ruth, and Carol Brewer (2000), “The Verbal and Visual Components of Package
Design,” The Journal of Product and Brand Management, 9 (1), 56-71.
Underwood, Robert L. (2003), “The Communicative Power of Product Packaging:
Creating Brand Identity via Lived and Mediated Experience,” Journal of Marketing
Theory and Practice, 11 (1), 62-77.
Pricing and Promotions
* Dodds, William B., Kent B. Monroe, and Dhruv Grewal (1991), “Effect of Price, Brand
and Store Information on Buyer’s Product Evaluations,” Journal of Marketing
Research, 28 (August), 307-319.
* Inman, J. Jeffrey, Leigh McAlister and Wayne D. Hoyer (1990), “Promotion Signal:
Proxy for a Price Cut?” Journal of Consumer Research, 17 (June), 74-81.
Krishnamurthi, Laksham and S.P. Raj (1985), “The Effects of Advertising on Consumer
Price Sensitivity,” Journal of Marketing Research, 22 (May), 119-129.
Mela, Carl F., Sunil Gupta, and Donald R Lehmann (1997), “The Long-term Impact of
Promotion and Advertising on Consumer Brand Choice,” Journal of Marketing
Research, 34 (2), 248-262.
Pauwls, Koen, Dominique M. Hanssens, and S. Siddarth (2002), “The Long-Term
Effects of Price Promotions on Category Incidence, Brand choice, and Purchase
Quantity,” Journal of Marketing Research, 39 (4), 421-440.
Week 11 – Battle of the brands: National versus private brands
Ailawadi, Kusum L., Scott A. Neslin, and Karen Gedenk (2001), “Pursuing the ValueConscious Consumer: Store brands versus National Brand Promotions,” Journal of
Marketing, 65 (1), 71-90.
Corstjens, Marcel, and Rajiv Lal (2000), “Building Store Loyalty through Store Brands,”
Journal of Marketing Research, 37 (3), 281-292.
Cotterill, Ronald W., William P. Putsis, Jr., and Ravi Dhar (2000), “Assessing the
Competitive Interaction between Private Labels and National Brands,” The Journal of
Business, 73 (1), 109-148.
Raju, Jagmohan S., Raj. Sethuraman, and Sanjay K. Dhar (1995), “The Introduction and
Performance of Store Brands,” Management Science, 41 (June), 957-979.
The Meaning and Management of Brands: Consumer, Managerial, and Societal Perspectives 15
* Richardson, Paul S., Alan S. Dick and Arun K. Jain (1994), “Extrinsic and Intrinsic Cue
Effects of Perceptions on Store Brand Quality,” Journal of Marketing, 58 (October),
28-36.
Sayman, Serdar, Stephen J. Hoch, and Jagmohan S Raju (2002), “Positioning of Store
Brands,” Marketing Science, 21 (4), 378-398.
Sethuraman, Raj (1995), “A Meta-Analysis of National Brand and Store Brand CrossPromotional Price Elasticities,” Marketing Letters, 6 (4), 275-286.
Week 12 – Leveraging and protection of brand equity
Leveraging of brand equity
Introductory Readings
* Broniarczyk, Susan and Joseph W. Alba (1994), "The Importance of the Brand in
Brand Extension," Journal of Marketing Research, 31 (May), 214-28.
* Gürhan-Canli, Zeynep and Durairaj Maheswaran (1998), “The Effects of Extensions on
Brand Name Dilution and Enhancement,” Journal of Marketing Research, 35(4), 464473.
* Keller, Kevin Lane and David A. Aaker (1992), "The Effects of Sequential lntroduction
of Brand Extensions", Journal of Marketing Research, 29 (February), 35-50.
* Loken, Barbara and Deborah Roedder John (1993), "Diluting Brand Beliefs: When Do
Brand Extensions Have A Negative Impact?" Journal of Marketing, 57 (July), 71-84.
Van Osselaer, Stijn J. and Joseph W. Alba (2003),”Locus of Equity and Brand
Extension,” Journal of Consumer Research, 29(4), 539-550.
Assigned Readings (mandatory for all students)
* Aaker, David A. and Kevin Lane Keller (1990), "Consumer Evaluations of Brand
Extensions, "Journal of Marketing, 54 (January), 27-41.
* Herr, Paul M., Peter H. Farquhar, and Russell H. Fazio (1996), “Impact of Dominance
and Relatedness on Brand Extensions,” Journal of Consumer Psychology, 5 (2),
135-159.
Klink, Richard R., and Daniel C. Smith (2001),”Threats to the External Validity of Brand
Extension Research,” Journal of Marketing Research, 38 (August), 326-335.
Lane, Vicki and Robert Jacobson (.1995), "Stock Market Reactions to Brand Extension
Announcements: The Effects of Brand Attitude and Familiarity," Journal of Marketing,
59, 1 (January), 63-77.
The Meaning and Management of Brands: Consumer, Managerial, and Societal Perspectives 16
Meyvis, Tom, and Chris Janiszewski (2004), “When Are Broader Brands Stronger
Brands? An Accessibility Perspective on the Success of Brand Extensions,” Journal
of Consumer Research, 31 (2), 346-358.
Morrin, Maureen (1999), “The Impact of Brand Extensions on Parent Brand Memory
Structures and Retrieval Processes,” Journal of Marketing Research, 36 (4), 517526.
Park, C. Whan, Milberg, Sandra and Lawson, Robert (1991), "Evaluation of Brand
Extensions: The Role of Product Feature Similarity and Brand Concept," Journal of
Consumer Research, 18 (September), 185-193.
Roedder John, Deborah, Barbara Loken, and Christopher Joine (1998), “The Negative
Impact of Extensions: Can Flagship Brands Be Diluted?” Journal of Marketing, 62
(January), 19-32.
Protection of brand equity
Cohen, Dorothy (1986), “Trademark Strategy,” Journal of Marketing, 50 (January), 6174.
Cohen, Dorothy (1992), “Trademark Strategy Revisited,” Journal of Marketing, 52 (July),
46-59.
Loken, Barbara, Ivan Ross, and Ronald L. Hinkle (1986), “Consumer ‘Confusion’ of
Origin and Brand Similarity Perceptions,” Journal of Public Policy and Marketing, 5,
195-211.
Week 13 – Term Paper Discussion
The Meaning and Management of Brands: Consumer, Managerial, and Societal Perspectives 17