Table of contents
Young consumers and perception of brands in Hong Kong: a qualitative study
Kara ChanThe purpose of the article is to explore young people's perceptions of the desirability of brands and brand ownership in Hong Kong using drawings and open‐ended questions.
Individual determinants of brand affect: the role of the personality traits of extraversion and openness to experience
Kurt Matzler, Sonja Bidmon, Sonja Grabner‐KräuterThe purpose of this paper is to explore the relationship among two personality traits (extraversion and openness), hedonic value, brand affect and loyalty. It argues that…
Is more information technology better for new product development?
Serdar S. Durmusoglu, Roger J. Calantone, V. SambamurthyFirms spend considerable amount of money on information technology (IT) to improve their processes, thereby reducing costs, enhancing quality and getting to market faster…
An empirical examination of brand loyalty
Jan Møller Jensen, Torben HansenThis article aims to measure relative attitude as a latent two‐dimensional second‐order factor and to investigate the relationship between relative attitude and repeat purchasing.
Consumer price knowledge in Turkey – before and after the changeover of the national currency
Helmut Schneider, Gülpınar Kelemci SchneiderThe first objective of the paper is to determine whether the national currency changeover in Turkey has altered the level of consumer price knowledge. The second objective is to…
Message framing effects on price discounting
Philip Gendall, Janet Hoek, Tracy Pope, Karen YoungThe purpose of this paper is to report the results of two experiments designed to examine the effect on consumers of the way in which price discount messages are expressed, or…
Universities: a prime example of branding going wrong
Colin JevonsThe purpose of this paper is to present a call to action for universities to practice what they preach in developing and communicating differentiated brands.
New product introduction at TyRx Pharma, Inc.
Pamela Amsbaugh, Dennis A. PittaPurpose – To describe a practice that has implications for new product introduction within and outside the medical products industry. Design/methodology/approach – The case…
ISSN:
1061-0421Online date, start – end:
1992Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridMerged from:
Pricing Strategy and PracticeEditor:
- Dr Cleopatra Veloutsou