This paper explores the nature, role and planning of the alternative brand contact. Based on the outside-in and zero-based planning philosophy of integrated brand contact management, the alternative brand contact is defined ...

This article represents the first of several editorials to appear in the Journal of Retailing designed to examine the nexus between retail practice and research, with the goal of stimulating further research. This essay ...

Usability testing plays an important role in improving the effectiveness of online information retrieval from a user’s point of view. The International Standards Organisation defines usability as the effectiveness, efficiency ...

This article reflects the current interest in brand research towards studying non-consumer relations and their role in brand value creation. It presents a model of stakeholder equities as a tool for brand managers to assess ...

Retailers know the cherry picking consumer as a shopper who goes from store-to-store, buying only items that are specially priced. This perception raises various questions for a retailer: who are cherry pickers; how do ...