Table of contents
Broad sensory branding
Martin LindstromThe purpose of this research paper is to reveal data that have emerged from an extensive study into the relationship between the five senses and brands.
Dimensions of wine region equity and their impact on consumer preferences
Ulrich R. Orth, Marianne McGarry Wolf, Tim H. DoddThe purpose of the study is to identify dimensions of wine equity in terms of benefits sought by consumers in wine.
Hispanic versus Anglo male dominance in purchase decisions
Denise T. OgdenAims to determine whether the level of acculturation experienced by Hispanics influences purchase decisions (brand, location, paint color) of household paint.
Examining the effects of service brand communications on brand evaluation
Debra Grace, Aron O'CassThis study seeks to examine the effects of three communication avenues, namely controlled communication (e.g. advertising/promotions), uncontrolled communications (word‐of‐mouth…
Names, brands, branding: beyond the signs, symbols, products and services
Colin JevonsThe paper aims to stimulate discussion of what branding actually is, does and maybe should do.
From market entry to new product development in China: Environmental Systems Controls
Dennis PittaThe paper plans to explore the global environment and its implications for new product developers.
Framing a price bundle: the case of “buy/get” offers
Priya RaghubirThe underlying thesis of this paper is that consumers will infer that the costs of production of a product that is offered free are low, and this will reduce the price they are…
E‐tail and retail reference price effects
David M. Hardesty, Tracy A. SuterThe focus and intended contribution of this research are to understand better how retailers should strategically present external reference price information varying in the…
ISSN:
1061-0421Online date, start – end:
1992Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridMerged from:
Pricing Strategy and PracticeEditor:
- Dr Cleopatra Veloutsou