Table of contents
Measuring brand power: validating a model for optimizing brand equity
Woon Bong Na, Roger Marshall, Kevin Lane KellerRather than taking the more traditional approach of measuring brand equity for accounting or strategic reasons, the approach taken here is concerned with optimizing brand equity…
What’s in a name? An intracultural investigation of Hispanic and Anglo consumer preferences and the importance of brand name
Dennis N. Bristow, Jo Ann L. AsquithEmpirically investigates predicted consumption pattern differences and the importance of brand name, related to specific product categories, between two distinct cultural groups …
The brand accounting side‐show
Tony TollingtonExamines the various brand asset recognition methods used by the accounting profession, within their existing rules, to highlight, first, the restrictive nature of a brand asset’s…
Product entry in international markets: the effect of country‐of‐origin on first‐mover advantage
Hwei‐Chung Chen, Arun PereiraAn experimental design is used to examine the effect of products’ country‐of‐origin on first‐mover advantage. Specifically, focuses on the effects of favorable/unfavorable…
Bargaining over the price of a product: delightful anticipation or abject dread?
Kenneth C. Schneider, William C. Rodgers, Dennis N. BristowThe literature provides substantial evidence of gender differences in the level of assertive and/or competitive traits an individual is likely to exhibit. Further, it has been…
The computational effect of price endings in multi‐dimensional price advertising
Hooman EstelamiResearch in marketing indicates that consumers may be sensitive to the final digits of prices. For example, despite being substantively equivalent, a price such as $199 may create…
ISSN:
1061-0421Online date, start – end:
1992Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridMerged from:
Pricing Strategy and PracticeEditor:
- Dr Cleopatra Veloutsou