Table of contents
Online consumer communities and their value to new product developers
Dennis A. Pitta, Danielle FowlerTo explore an emerging area in internet practice that has implications for new product developers.
Effective marketing of small brands: niche positions, attribute loyalty and direct marketing
Wade Jarvis, Steven GoodmanThis paper aims to explain the structure of the market from the perspective of small brands and to discuss marketing strategy implications.
Customer and brand manager perspectives on brand relationships: a conceptual framework
Colin Jevons, Mark Gabbott, Leslie de ChernatonyTo provide a conceptual framework to help researchers and managers understand the complex factors affecting the associations between brands.
Brand sickness and health following major product withdrawals
Lynne Eagle, Jacinta Hawkins, Philip J. Kitchen, Lawrence C. RoseThe mandatory withdrawal of almost 2,000 complementary and alternative medicines, manufactured under contract on behalf of multiple brand names, primarily in the Australian and…
When Hershey met Betty: love, lust and co‐branding
Søren Askegaard, Anders BengtssonThis paper seeks to present a cultural approach to co‐branding. The purpose here is to discuss issues concerning the phenomena of brand and branding with particular focus on the…
Are hypermarket prices different from discount store prices?
Francisco Javier Rondán Cataluña, Manuel J. Sánchez Franco, Angel Francisco Villarejo RamosSeeks to effect a comparison of the pricing strategies followed by hypermarkets, compared with those that discount stores carry out.
Memory distortion and consumer price knowledge
Lan XiaResearch has shown that there are different dimensions of price knowledge. But it is still not clear what consumers can remember upon price exposure and what can be retrieved…
ISSN:
1061-0421Online date, start – end:
1992Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridMerged from:
Pricing Strategy and PracticeEditor:
- Dr Cleopatra Veloutsou