Volume 15, issue 4, March 2008

7 articles in this issue

Know thy changing consumer

Authors
- Mark Uncles Editorial Board
- Content type: Editorial
- Published: 15 February 2008
- Pages: 227 - 231
Naming names: Trademark strategy and beyond: Part two—Dealing with rival brand names

Authors
- Ross D. Petty
- Content type: Paper
- Published: 29 June 2007
- Pages: 232 - 238
Systems constellations: A better way to identify branding opportunities?

Authors (first, second and last of 5)
- Wim Jurg
- Josée Bloemer
- Ruud Simons
- Content type: Paper
- Published: 17 August 2007
- Pages: 239 - 257
Upsetting brand extensions: An enquiry into current customers' inclination to spread negative word of mouth

Authors
- Henrik Sjödin
- Content type: Paper
- Published: 14 August 2007
- Pages: 258 - 271
Store brand management and channel dependence: A model from the manufacturer's perspective

Authors
- Natalia Rubio
- María Jesús Yagüe
- Content type: Paper
- Published: 18 September 2007
- Pages: 272 - 290
Breaking free from the industrial age paradigm of branding

Authors
- George Christodoulides
- Content type: Conference Commentary
- Published: 16 November 2007
- Pages: 291 - 293
New rights of objection for trademark owners — Do they go far enough? The impact of the decision in Céline and the new section 69 Companies Act 2006

Authors
- Lucy Aboulian
- Julia Maxwell
- Content type: Legal Update
- Published: 15 February 2008
- Pages: 294 - 297