Brand equity and brand vulnerability: The impact of gray marketing/parallel importing on brand equity and values

European Journal of Marketing

Volumn 37, Issue 10, 2003, Pages 1332-1349

  Eagle, Lynne ^a   Kitchen, Philip J ^b   Rose, Lawrence ^a   Moyle, Brendan ^a  

^a MASSEY UNIVERSITY   (New Zealand)

^b UNIVERSITY OF HULL   (United Kingdom)

Author keywords

Brand equity; Imports; Marketing; New Zealand

Indexed keywords

EID: 33644557364     PISSN: 03090566     EISSN: None     Source Type: Journal    
DOI: 10.1108/03090560310487130     Document Type: Article

References (46)

1. Aaker, D.A. (1997), “Should you take your brand where the action is?”, Harvard Business Review, September‐October, pp. 135‐43.
2. Ambler, T. (2001), “What does marketing success look like?”, Marketing Management, Vol. 10 No. 1, pp. 12‐18.
3. Andrew, D. (1997), “Brand strength analysis”, in Perrier, R. (Ed.), Brand Valuation, 3rd ed., Premier Books, London.
4. Baldo, A. (1985), “Score one for the gray market”, Forbes, Vol. 135 No. 4, p. 4.
5. Barlass, S. (1988), “Gray marketing war escalates”, Marketing News, 26 September, pp. 8‐9.
6. Booth, H. (2001), Correspondence regarding disciplinary action against a New Zealand cyber‐pharmacy from Deputy Registrar, Pharmaceutical Society of New Zealand, Wellington.
7. Bronckers, M.C.E.J. (1988), “The exhaustion of patent rights under WTO laws”, Journal of World Trade, October, pp. 137‐59.
8. Buchanan, L., Simmons, C.J. and Bickart, B.A. (1999), “Brand equity dilution: retailer display and context brand effects”, Journal of Marketing Research, Vol. XXXVI, pp. 345‐55.
9. Chang, T.Z. (1993), “Parallel importing in Taiwan. A view from a newly emerged country and a comparative analysis”, International Marketing Review, Vol. 10 No. 6, pp. 30‐41.
10. Davison, M.J. (1992), “The market for sound recordings: open or closed”, Australian Business Law Review, February, pp. 30‐40.
11. Dawar, N. and Pillutla, M.M. (2000), “Impact of product‐harm crises on brand equity: the moderating role of consumer expectations”, Journal of Marketing Research, Vol. XXXVII, pp. 215‐26.
12. Duhan, D.F. and Sheffert, M.J. (1988), “Gray markets and the legal status of parallel importing”, Journal of Marketing, Vol. 52, July, pp. 75‐83.
13. Eagle, L.C. and Kitchen, P.J. (2000), “Building brands or bolstering egos? A comparative review of the impact and measurement of advertising on brand equity”, Journal of Marketing Communications, Vol. 6 No. 2, pp. 91‐106.
14. Ewart, D. (1998), “Parallel importing – threat or opportunity?”, paper presented to the Employers and Manufacturers' Association Seminar on Parallel Importing, Auckland, 20 November.
15. Feldwick, P. (1996), “What is brand equity anyway and how do you measure it?”, Journal of the Market Research Society, Vol. 18 No. 2, pp. 85‐104.
16. Fisher, S. (1999), “The impact of parallel importing on consumer law”, Bachelor of Laws (Hons) dissertation, The University of Auckland, Auckland.
17. Kitchen, P.J. (2002), “Integrated marketing and corporate communications”, Editorial, Corporate Communications: An International Journal.
18. Kitchen, P.J. and Schultz, D.E. (2001), Raising the Corporate Umbrella: Corporate Communications in the 21st Century, Palgrave, Basingstoke.
19. Krieger, R.H. and Tansuhaj, P.S. (1988), “Gray marketing. Not all black and white”, Marketing News, Vol. 19 No. 18, p. 7.
20. Malueg, D.A. and Schwartz, M. (1994), “Parallel imports, demand dispersion and international price discrimination”, Journal of International Economics, Vol. 37, pp. 167‐95.
21. Maskulka, J.M. and Gulas, C.S. (1987), “The long‐term dangers of gray‐market sales”, Business, Vol. 37, January‐March, pp. 25‐31.
22. Mathur, L.M. (1995), “The impact of international gray marketing on consumers and firms”, Journal of Euro‐marketing, Vol. 4 No. 2, pp. 39‐59.
23. Michael, J. (1998), “A supplemental distribution channel? The case of US parallel export channels”, Multinational Business Review, No. Spring, pp. 24‐35.
24. Mitchell, A. (1998), “Customer rights a gray area in distribution ban”, Marketing Week, 23 July, pp. 30‐1.
25. NZ Institute of Economic Research (NZIER) (1998), “Parallel importing. a theoretical and empirical investigation”, Report to Ministry of Commerce, Working Paper 98/4 98/4, New Zealand Institute of Economic Research, Wellington.
26. Palia, A.P. and Keown, C.F. (1991), “Combating parallel importing views of US exporters to the Asia‐Pacific region”, International Marketing Review, Vol. 8 No. 1, pp. 47‐56.
27. Rotherham, F. (1999), “Prophets of parallel importing doom proved wrong”, The Independent, 10 March, pp. 24‐5.
28. Samiee, S. (1998), “The Internet and international marketing: is there a fit?”, Journal of Interactive Marketing, Vol. 12 No. 4, pp. 5‐21.
29. Schultz, D.E. and Gronstedt, A. (1997), “Making Marcom an investment”, Marketing Management, Vol. 6 No. 3, pp. 40‐9.
30. Schultz, D.E. and Kitchen, P.J. (2000), Global Communications: An Integrated Marketing Approach, NTC Business Press and Palgrave Business, Chicago, IL and Basingstoke.
31. Sookman, B. (1990), “Can gray marketing be stopped?”, Computing Canada, Vol. 16 No. 4, p. 48.
32. Tan, S.J., Lim, G.H. and Lee, K.S. (1997), “Strategic responses to parallel importing”, Journal of Global Marketing, Vol. 10 No. 4, pp. 45‐66.
33. Tapsell, S. (1998), “The Deloitte/Touche management executive of the year”, Management, December, pp. 32‐3.
34. Warehouse Group (1998), Annual Report, The Warehouse Group.
35. Warehouse Group (1999), Annual Report, The Warehouse Group.
36. Warehouse Group (2000), Annual Report, The Warehouse Group.
37. West, D. (1998), “On‐line prescriptions have adverse reactions”, Pharmaceutical Executive, Vol. 18 No. 11, p. 28.
38. Wood, J. and Rupright, P. (1997), “Erosion of the learned intermediary rule”, Pharmaceutical Executive, Vol. 17 No. 10, pp. 104‐10.
39. Yoo, B. and Donthu, N. (2000), “Developing and validating a multidimensional consumer‐based brand equity scale”, Journal of Business Research, Vol. 52, pp. 1‐14.
40. Ambler, T. (2000), Marketing and the Bottom Line: The New Metrics of Corporate Wealth, FT Prentice‐Hall, London.
41. Blackston, M. (2000), “Observations: building brand equity by managing the brand's relationships”, Journal of Advertising Research, November/December, pp. 101‐5.
42. Cavusgil, S.T. and Sikora, E. (1988), “How multi‐nationals can counter gray market imports”, Columbia Journal of World Business, Vol. 23, Winter, pp. 75‐85.
43. Ministry of Health (2000), “New regulations controlling internet drug sales”, Press Release 2, Ministry of Health, Wellington, November.
44. New Zealand Government (1993), Consumer Guarantees Act, New Zealand Government.
45. Picard, J. (1996), “The legality of international gray marketing. A comparison of the position in the United States, Canada and the European Union”, Canadian Business Law Journal, Vol. 26, pp. 422‐36.
46. Weigard, R.E. (1991), “Parallel import channels – options for preserving territorial integrity”, Columbia Journal of World Business, Spring, pp. 53‐60.