The article highlights the importance of brand evolution as a necessary component of successful marketing strategy. In particular the article emphasizes the decision to revitalize the core brand. Three key constructs are used as a framework for analyzing rebranding decisions, namely brand vision, brand orientation, and brand strategy implementation. It is proposed that the key to successful rebranding is the need to build each of these three components as well as ensuring that they are tightly linked and coordinated. The normative framework was applied to a major Canadian retailer, Canadian Tire, and found to be helpful in analyzing their rebranding. Lessons have been drawn from the case study, including the important role of advertising.

This study examines the process by which audiences integrate expert and consumer endorsements into their product evaluations and how endorsement consensus affects this process. The results suggest that positive expert and consumer endorsements both enhance audiences' attitudes toward the endorsed product. However, positive consumer endorsements and higher perceived credibility of consumer endorsements, rather than expert endorsements, enhance audiences' behavioral intents when audiences are already interested in the endorsed product.

The findings demonstrate that simultaneous media usage is a fact, undermining typical media measurements done in isolated environments that neglect the everyday patterns of media users. More importantly, the simultaneous media experience points to the concept of synesthesia as an experiential integrator of differing sensory fields. The experience of simultaneous media foreground/background relationship needs to be incorporated into the media planning and allocation mix if we are to actually address the consumers' media experience with multitasking.

The stock market response to corporate scandals and the use of the internet by pressure groups have sensitized boards to the risk of reputation loss. Particularly at risk are companies using corporate brands whose fame and spread makes them particularly vulnerable. This study looks at these and other pressures on branding and investigates if and how leading companies have responded in the deployment of their brand portfolios. A repeat audit of the use of brand portfolios by leading companies using exactly the same method used over a decade ago reveals much change. Brand structures of the 20 companies investigated have indeed changed but not uniformly in extent or direction.

Following recent increases in the financial value of sport sponsorship programs, some commentators believe this has been accompanied by the development of sponsorship management practices. Despite this, there are still widespread concerns about some of these practices. This study therefore sets out to examine and comment upon the practice of sponsorship management from an English perspective, specifically in soccer. This is an area of sponsorship that has previously been examined and is a sport in which there have been significant commercial developments in recent years. Using face-to-face interviews and questionnaires, 43 corporations provided information about their sponsorship programs. While there is some evidence of good practice, a continuing failure to effectively manage sport sponsorship programs is clear. The study thus concludes by making recommendations about the future development of sport sponsorship management.The authors would like to acknowledge the contribution made by Victoria Wynn during the formative stages of the study.

Procter & Gamble's 1997 Agency of Record pitch spurred agencies to develop new tools for analyzing television audience data and to schedule advertising. However, there is only limited evidence that the new tools took hold in the market.

A research study was conducted to explore how joint branding affects consumer perceptions. Employing Young & Rubicam's BrandAsset Valuator model and research tool, the study evaluated the joint branding potential of 10 target brands and 10 partner brands with 10 different partnership scenarios. The scenarios represented joint branding activities related to promotions, sponsorships, new-product extensions or licenses, and websites. In this experimental setting, the study findings suggested that brand alliances can help build brand equity, but only under certain conditions and in certain ways. Specifically, joint branding campaigns helped to increase a brand's perceived differentiation but also sometimes harmed perceived knowledge and esteem in the process. For our study, cause-related partnerships had the most uniformly positive joint branding program effects.

In a study of the Double Jeopardy (DJ) phenomenon and the mediating effect of brand penetration between advertising and brand loyalty, we integrate a survey of 19,335 consumers on their buying behavior of 187 brands across two fast moving consumer goods categories, shampoo and detergent, and a database of advertising expenditures on these brands in four major cities in China. We find that (1) smaller brands are punished twice for being small, following the well-known DJ pattern, which says that brands with larger market penetration tend to enjoy higher repeated purchases and smaller brands attract fewer buyers who also buy less; (2) brand penetration plays a mediating role in the relationship between advertising and brand loyalty; and (3) there is an asymmetric effect of market penetration on brand loyalty for small and big brands.

356 Managing Media and Advertising Change with Integrated Marketing BOBBY J. CALDER and EDWARD C. MALTHOUSE

362 Sequence Matters: A More Effective Way to Use Advertising and Publicity MARSHA D. LODA and BARBARA CARRICK COLEMAN

373 An IMC Approach to Event Marketing: The Effects of Sponsorship and Experience on Customer Attitudes JULIE Z. SNEATH, R. ZACHARY FINNEY, and ANGELINE GRACE CLOSE

382 Consumer Responses to Interactive Advertising Campaigns Coupling Short-Message-Service Direct Marketing and TV Commercials RANDOLPH J. TRAPPEY III and ARCH G. WOODSIDE

402 The Effects of Expert and Consumer Endorsements on Audience Response ALEX WANG

413 Brand Equity Implications of Joint Branding Programs ED LEBAR, PHIL BUEHLER, KEVIN LANE KELLER, MONIKA SAWICKA, ZEYNEP AKSEHIRLI, and KEITH RICHEY

Time allocation theory holds that individuals allocate their discretionary time purposively, depending upon their time orientation: to the past, present, or future. We use this perspective to understand more about why individuals avoid watching TV advertisements. We test a model of avoidance where time orientation influences attitude to advertising and avoidance with survey data from two different societies. Past-oriented people see advertising as important but promoting consumption. They tend to avoid advertising more than present-oriented people who see advertising as complimenting their concern to “live for today.” Future-oriented people see advertising as important in planning purchases and are less likely to avoid it.The authors wish to acknowledge Experian plc that allowed the use of MOSAIC for this research. We would also like to thank Dr. David Bennison, reader in the Locational Planning and Marketing Group, Department of Retailing and Marketing, The Manchester Metropolitan University, and John Byrom, research assistant in the same group, for their assistance with the MOSAIC software.

Perceived brand parity is the belief in the consumers mind that major offerings in a product category are similar. The current article presents the results of a study indicating that high parity perceptions inhibit a company's ability to develop loyal customers. Whether that is good or bad depends on the type of competitive strategy a firm has chosen. With a differentiation strategy, advertising should be used to fight parity perceptions. However, with a low price strategy, parity perceptions should be fostered in an attempt to discourage brand loyalty. Thus, a starting point for many advertising campaigns should be a clear understanding of both the parity perceptions in the marketplace and the need to either develop or fight brand loyalty.

This global study analyzes ambush marketing from the perspective of the sponsor and sport entity as partners in a business-to-business relationship. While it remains a real threat to the strategic co-branding objectives sought from the relationship, ambush is not necessarily as dangerous to sponsors as it has been in the past. Sponsors can use ambushers' attacks to their advantage by drawing attention to issues of legitimacy, by enhancing brand or corporate authenticity, and by appealing to consumers increasingly wary of disingenuous brands. Our findings confirm the potential to approach the sponsorship relationship as a co-marketing alliance to optimize co-branding objectives and to negate the effects of ambush.

In a new purchasing environment (e.g., where a consumer moves to a new city), do consumers tend to keep buying the first brand that they try? If so, a behavioral primacy effect might be at work. Behavioral primacy exists when consumers tend to repeat-buy the first brand that they purchased more often than other brands that are bought in the same purchase environment. This report assumes the physical experience of buying and using the first brand is satisfactory, and that all competing brands are available in adjacent spaces (as in a supermarket or on a website). This article presents findings that demonstrate a behavioral primacy effect: purchasing a brand in the first week was found to have a significant impact on how often a brand was subsequently bought. Furthermore, initial experience in combination with marketing influence tactics (such as specific prices, coupons, and advertising) greatly increases the probability of purchase of a given brand. The findings support the focus by many marketers on attracting consumers to try their brand first. One rationale for this strategy is that in mundane product categories, if a brand experience is satisfactory, continuing to buy the first-brand bought helps to conserve cognitive effort for a consumer's more important concerns.Assistance in data analysis by Eric Goodwin, Boston College, is acknowledged with gratitude. Partial financial support from an ARC research grant is acknowledged (DP0344446).

The aim of this study was to test if valence and intensity dimensions of responses to general programming affect commercial processing in everyday life. Results from analyses on data from a large telephone survey showed that indicators of program-induced valence and intensity significantly affected several advertising processing measures. Intensity had a positive impact on measures of attention and recall, while valence was positively related to attitude toward the advertisement. Next, we investigated the moderating influences of variations in commercial placement on these relations. We found that effects of intensity and valence on commercial processing were stronger for interrupting blocks than shoulder blocks. However, the position of the commercial within the block did not have an impact on these carryover effects.The study on the effects of program responses on the processing of commercials placed at various positions in the program and the block was part of a Ph.D. project on the relationship between media environments and advertising effects conducted at ASCoR. The authors wish to thank John Faasse, Unilever, and Initiative for making the data available for analyses.

The Best of Branding: Best Practices in Corporate Branding by James R. Gregory, McGraw-Hill, October 2003, ISBN: 0071403299, $39.95, 288 pp.

Jim Gregory believes in the power of brands. His firm, CoreBrand, has tracked the impact of branding communications on the bottom line for almost 15 years. This book is his attempt to present the basic principles of his CoreBrand measurement system (Part 1), the consulting approach he and his firm use in the brand building process (Part 2), and finally a series of basic principles of good branding based on case studies (Part 3).

This study examines the long-term effectiveness of multimedia advertising in a competitive setting and its implications for budget allocation decisions, using multivariate persistence methodology. Analysis of network TV, spot TV, and magazine advertising for the two major competitors in the U.S. SUV industry suggested that long-run advertising effectiveness differed considerably among media. These differences were attributed to the media lifespan, retrieval, and content of the message they convey. The authors propose that budget allocation decisions should consider the long-run effectiveness of the different media employed to increase the productivity of advertising campaigns. They also conduct a simulation experiment to further investigate long-run sales effects of alternative allocation strategy scenarios.

305 Corporate Reputation: What Do Consumers Really Care About? GRAHAM PAGE and HELEN FEARN

314 Managing Brand Portfolios: How Strategies Have Changed SYLVIE LAFORET and JOHN SAUNDERS

328 Managing Sport Sponsorship Programs: Lessons from a Critical Assessment of English Soccer SIMON CHADWICK and DES THWAITES

339 Defending the Co-Branding Benefits of Sponsorship B2B Partnerships: The Case of Ambush Marketing FRANCIS FARRELLY, PASCALE QUESTER, and STEPHEN A. GREYSER

Coordinating and controlling advertising strategy within contractual and administered vertical marketing systems (VMSs) can be a complex task given the number of channel members involved in the process. Quite often thousands of intermediaries are involved at different levels each with their own objectives and areas of responsibility. Conflict within a VMS can arise when dealers/distributors consider the advertising efforts of the sponsoring organization to be ineffective and vice versa. One of the major issues involves how to allocate the advertising budget throughout the VMS so as to generate the greatest return. To this end we report the results of a study comparing the current and lagged effects of national-sponsor advertising to that of local and regional sponsors within one of the more prominent contractual VMS in the United States—the automobile industry. Using a direct aggregation approach to model advertising carryover at both the industry and individual brand level provides useful information for making decisions regarding the allocation of advertising budgets.

Online advertising has been with us for over 10 years. During that time two different paradigms have characterized the way the effectiveness of online advertising has been assessed: brand building or direct response. In general the direct response paradigm has become the yardstick of online advertising success due to the universal measurement of click-through. This article proposes that the two paradigms are not contradictory but are in fact complementary and that the applicability of either model depends on the mindset of the audience as much as the intent of the advertisement. The article outlines a conceptual framework that integrates an established brand equity model with different stages of the purchase process and then uses existing learning, new research data, and case studies to illustrate the various ways in which online advertising can help build brands and increase the probability of purchase. The article concludes that click-through is primarily a consequence of the brand building effect combined with a willingness to learn more about the specific brand as a result of an immediate need for a product or service of that type.

This article reports the findings of a managerial investigation of key players in the product placement industry, including placement agents, clients, studios and production companies, and research organizations. The evolution of the product placement industry in North America is reviewed, perspectives on the role and objectives product placements serve in the marketing mix are discussed, and current means of assessing product placement efforts examined. The data provide insights on the relationship-driven industry where power, trust, and commitment play an important role. They also suggest recommendations for how participants should plan, use, and evaluate their placement efforts.This research was supported by a grant from the Marketing Science Institute.