Table of contents
Trial, repeat purchase and spillover effects of cobranded extensions
Vijay Ganesh Hariharan, Ram Bezawada, Debabrata TalukdarThis study aims to examine the factors that drive consumers' trial and repeat purchases of cobranded extensions, and the amount of spillover effects on host and ingredient brands.
Does advertising matter to store brand purchase intention? A conceptual framework
Shalom Levy, Hanna Gendel‐GutermanThe hottest trend in retailing is the emergence of “premium” store brands. Though store brands are treated as important players in grocery store strategies, many retailers prefer…
The role of emotional aspects in younger consumer‐brand relationships
Jiyoung Hwang, Jay KandampullyThis study aims to investigate the roles of three emotional factors (self‐concept connection, emotional attachment, and brand love) in the context of younger consumer‐luxury brand…
Consumer reaction to new package design
Gary R. Holmes, Audhesh PaswanThis study aims to explore the reaction of consumers to a new package design through differing levels of experience. It examines how consumers' expectation of product quality…
Brand name substitution and brand equity transfer
Véronique Pauwels Delassus, Raluca Mogos DescotesDespite the prevalence with which firms change the brand names they use, this research stream has received little academic attention. Managers confronted with brand name…
Relationship development for services: an empirical test
Kristian Castro, Dennis A. PittaThe purpose of this article is to describe the application of brand building techniques to an existing organization.
Impact of online consumer reviews on sales and price strategies: a review and directions for future research
Peter De MaeyerThe purpose of this paper is to provide a broad overview of the growing literature on the relationship between online consumer reviews and sales, with implications on firm actions…
A longitudinal and cross sectional study of the impact of usage‐based attributes on used product price advertisements
Hooman Estelami, Carlo Francis V. RaymundoThe growing volume of consumer transactions in used products markets has given rise to strategic decisions made by sellers in the amount of information disclosed on usage‐based…
ISSN:
1061-0421Online date, start – end:
1992Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridMerged from:
Pricing Strategy and PracticeEditor:
- Dr Cleopatra Veloutsou