Table of contents
Building brand identity in competitive markets: a conceptual model
Bhimrao M. GhodeswarThe purpose of this conceptual paper is to identify important elements of brand building based on a literature review and case studies of successful brands in India.
Interactions between organisational cultures and corporate brands
Leslie de Chernatony, Susan CottamThis paper seeks to consider the interaction between corporate brands and organisational cultures within less successful UK financial services organisations to provide guidance…
Conspicuous consumption among middle age consumers: psychological and brand antecedents
Paurav ShuklaThis paper sets out to address the issue of conspicuous consumption among middle age consumers (40‐60), focusing on the psychological and brand antecedents, using the context of…
Latent segmentation using store‐level scanner data
Óscar González‐Benito, María Pilar Martínez‐Ruiz, Alejandro Mollá‐DescalsThe purpose of this paper is to incorporate explicitly consumer heterogeneity into market response models estimated with store‐level scanner‐data.
Pricing strategy for companies with mixed online and traditional retailing distribution markets
Ruiliang YanThe purpose of this paper is to provide a framework to help business marketers with a mixed online and traditional retail channel (multi‐channel company) to find the optimal…
ISSN:
1061-0421Online date, start – end:
1992Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridMerged from:
Pricing Strategy and PracticeEditor:
- Dr Cleopatra Veloutsou