Table of contents
Country‐of‐origin (COO) brand preferences and associated knowledge levels of Japanese wine consumers
Johan Bruwer, Courtney BullerThere has been no significant research undertaken in the Japanese market on wine knowledge level and its relationship with brand loyalty and preference for specific…
An alternative measure of relative brand attitudes
Chiharu Ishida, Steven A. TaylorThis paper aims to report two studies with the purpose of demonstrating and establishing the efficacy of using an alternative method of operationalizing relative brand attitudes…
Investigating the drivers of consumer intention to buy manufacturer brands
Gianfranco Walsh, Edward Shiu, Louise M. HassanBranding literature indicates that consumers buy branded products because they expect higher quality compared with non‐branded products. However, as private‐label brands improve…
Chinese and American perceptions of foreign‐name brands
Maria Elena Villar, Di Ai, Sigal SegevPrevious research is mixed regarding consumer reactions and concerns regarding product brands with foreign‐sounding names. This paper aims to study the perception and purchase…
Do me‐too brands price lower than the feature pioneer?
Ian Clark S. Sinapuelas, William T. RobinsonThe purpose of this paper is to investigate the pricing strategies of me‐too brands.
ISSN:
1061-0421Online date, start – end:
1992Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridMerged from:
Pricing Strategy and PracticeEditor:
- Dr Cleopatra Veloutsou