Table of contents
Beyond rarity: the paths of luxury desire. How luxury brands grow yet remain desirable
Jean-Noël Kapferer, Pierre Valette-FlorenceLuxury is a growing sector worldwide. This creates a major managerial challenge: How can luxury brands prevent becoming a victim of their own success? Once objective rarity is…
Brand constellations: reflections of the emotional self
Richard L. Flight, Kesha K. CokerThe purpose of this paper is to examine the role that enduring consumer emotional traits play in brand constellation formation. Theories of self-image and brand-image congruence…
Country-of-origin versus brand: consumers’ dilemma when choosing between generic and branded drugs in emerging countries
Fatma Smaoui, Fatma Abdellah Kilani, Mourad TouzaniTaking an emerging country perspective, this paper aims to investigate consumers’ preferences for over-the-counter (OTC) drugs, regarding three attributes: country-of-origin…
Exploring antecedents and consequences of young consumers’ perceived global brand equity
Phillip Frank, Kittichai (Tu) WatchravesringkanWith the expansion of globalization, the increased competitive environment has led to the diffusion of brands across borders and cultures. Furthermore, young consumers represent…
Two paths to customer loyalty: the moderating effect of the differentiation level strategy in the performance-satisfaction-value-intentions relationship
Jorge VeraThis paper aims to show how consumers process information differently under two dissimilar types of brand strategies. By analysing data from dishwashing detergent consumers who…
Neural imprints of national brands versus own-label brands
Jose Paulo Marques dos Santos, Marisa Martins, Hugo Alexandre Ferreira, Joana Ramalho, Daniela SeixasThis paper aims to explore brain-based differences in national and own-label brands perceptions. Because price is a differentiating characteristic, able to discriminate between…
The lady doth protest too much: a neurophysiological perspective on brand tarnishment
Christo BoshoffThe purpose of this study is to investigate consumers’ subconscious/emotional responses to brand tarnishment.
The role of fMRI in detecting attitude toward brand switching: an exploratory study using high technology products
Sam O. Al-KwifiThe purpose of this paper is to investigate the factors that underpin consumer attitude toward switching a product brand, using functional magnetic resonance imaging (fMRI) to…
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1061-0421Online date, start – end:
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Emerald Publishing LimitedOpen Access:
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Pricing Strategy and PracticeEditor:
- Dr Cleopatra Veloutsou