Table of contents
An empirical analysis of the brand personality effect
Traci H. Freling, Lukas P. ForbesSeeks to provide empirical support for the “brand personality effect”, that is, the direct influence that brand personality will have on a variety of consumer‐driven outcomes.
Does brand loyalty influence double jeopardy? A theoretical and empirical study
Subir Bandyopadhyay, Kunal Gupta, Laurette DubeCompared with the large brands, not only do the small brands attract fewer customers but also their customers buy them less frequently. This twin disadvantage of the less popular…
Moderating effect of type of product exchanged in long‐term orientation of firm‐supplier relationships: an empirical study
Yolanda Polo Redondo, Jesús J. Cambra FierroTaking the Spanish agro‐food sector as reference, the current work seeks to examine the moderating effect of the type of input exchanged; specifically, to analyze the potential…
Technological congruence and perceived quality of brand extensions
John Story, Peggy Sue LorozThe purpose of this paper is to propose and test a series of precepts which explain the role of technology and technology congruence in consumers' perceptions of brand extensions.
Hyperchoice and high prices: an unfair combination
Sarah MaxwellThe purpose of the paper is to investigate the effect of the number of choices on judged fairness and willingness to purchase.
How do markets behave? The adjustment of price endings
Ville Aalto‐SetalaNominal prices are known to have a distinct impact on pricing, which is normally seen in the form of 9‐ending prices. This article aims to study the effect of nominal prices on…
Brand management and the challenge of authenticity
Michael BeverlandThe purpose of this article is to provide an overview of the challenges that the widespread desire for authenticity presents for brand managers.
New product development at Eastern Spice & Flavorings
Frank Franzak, Dennis PittaThe purpose of this article is to provide an insight into the spice industry.
ISSN:
1061-0421Online date, start – end:
1992Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridMerged from:
Pricing Strategy and PracticeEditor:
- Dr Cleopatra Veloutsou