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This paper examines and compares the promotion strategies used by clothing and shoe retailers in the Asia Pacific region, namely Hong Kong, New Zeal and Australia. To undertake this study, we postal surveyed the clothing and shoe retailers' perceptions of the importance of various promotion tools across the three countries. The results show that there are significant differences among the three countries in terms of promotion mix usage. Our main conclusion is that there are two approaches to strategic promotion, namely traditional and new age marketing. The paper ends by isolating the managerial implications of the research and identifies related areas that might be fruitfully exploited by international retailers.

The objectives of this paper are two-fold. Firstly, it attempts to investigate whether there is a relationship between retailer's perceptions of personal selling promotion tool and the strategic approach of these retail firms. The second objective is to explore whether there is a relationship between the retailers' perceptions of personal selling and their cultural disposition. Previous studies in this area have mainly focused on impersonal promotion tools. A sample of 512 Australian clothing and shoe retailers were interviewed through mail questionnaire. Results of the present study show the importance of linking strategic approach of a firm to choice of promotion tools. Specifically, high price retailers, and to a lesser degree, medium price retailers, are best advised to use more personal communication medium such as personal selling. Selective links between retailers' cultural disposition and perceptions of personal selling was also evident in this study.

PurposeMost of the literature on feedback effects emanates from the West, and is thus relevant to Western brands. The purpose of this paper is to model the impact of brand‐extensions on parent brand‐equity within the Asian (specifically Indian) context. Additionally, parent brand trust is examined as a new antecedent of brand‐extension feedback.Design/methodology/approachScenario of an Indian product brand hypothetically entering the service sector is chosen as stimulus in the study. A cross‐sectional survey of 327 Generation‐Y respondents is conducted. Structural equation modeling is used for testing the conceptual model.FindingsThe model of brand‐extension feedback fits the data adequately, and five of the six hypotheses are supported. Brand‐extension attitude significantly impacts change in brand‐equity, which is consistent with the extant Western literature. Parent brand trust has a strong impact on change in brand‐equity of a parent brand.Practical implicationsThe role and impact of parent brand trust is particularly important in the Asian context. Thus, prior to embarking on a brand‐extension decision, an audit of parent brand trust is recommended. Further, this research opens up newer brand‐extension possibilities for brand managers contemplating brand‐extensions.Originality/valueThis research is a first‐of‐its‐kind from the Asian region (specifically, India) to measure brand‐extension feedback effects on change in brand‐equity of a parent brand. Parent brand trust is introduced as a new antecedent of brand‐extension feedback.

PurposeThe paper seeks to investigate the role of branding in a B2B service context.Design/methodology/approachThis paper focuses on a particular B2B service industry, namely leasing mall space to retail tenants. A quantitative study is undertaken of 201 mall tenants using SEM analysis.FindingsThe main finding was that brand attitudes were the most important influence on the contract renewal. Another major finding was that brand attitudes were mainly explained by service quality. Branding also played another, albeit minor role, in building trust between the supplier and the customers.Practical implicationsThe results can be used by industrial firms to build stronger brands and, in turn, to use these brands to maximize customer retention.Originality/valueThis is one of the first studies to examine service B2B brands. It is also one of the first studies to examine the multiple roles that brand can play in B2B marketing.

Identifies market segments for a category of business services, namely building maintenance services. Hitherto there has been little research on business service segmentation. Data has been collected through written surveys and analysed by factor analysis and cluster analysis. Although only one type of business service is analysed, the method is applicable to other types. Four market segments were identified, with respective emphasis on customer focus, relationship seeking, price sensitivity and high expectations. The study indicates the value of segmentation analysis as a planning tool for business services, which is the newest and fastest growing sector in business‐to‐business marketing.