The above article, published online on 31 July 2017, in Wiley Online Library (http://wileyonlinelibrary.com), has been retracted by the journal’s Editor‐in‐Chief, Gloria Barczak, the Product Development and Management Association, and Wiley Periodicals, Inc. The retraction has been agreed due to the unattributed overlap with a previously published article, authored by the corresponding author (Patel, C. and Haon, C. (2014), The Complementary Role of Branding. European Management Review, 11: 173‐186. https://doi.org/10.1111/emre.12029), and inconsistencies in construct names within the article.

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