Table of contents
Foundations for building share of heart in global brands
Dennis A. Pitta, Frank J. FranzakThis paper seeks to explore the relationship between global brands and the emotional connections between consumers and the brand.
Consumers' evaluations of co‐branded products: the licensing effect
Najam Saqib, Rajesh V. ManchandaThis paper seeks to establish the importance of studying the effects of licensing brand alliances from a customer's standpoint, to investigate the effectiveness of licensing as a…
Alternative measures of satisfaction in cross‐cultural settings
Robert H. Ross, S. Allen Broyles, Thaweephan LeingpibulThis paper seeks to develop and test a model that enables examination of the cross‐cultural comparative influence of the meets expectations versus feeling state perspectives of…
Brand building in software SMEs: an empirical study
Jukka Ojasalo, Satu Nätti, Rami OlkkonenThe purpose of this paper is to increase the knowledge of brand building in software SMEs.
Optimal retail pricing of a store brand
S. Chan ChoiThis paper seeks to provide a practical methodology for a retailer's pricing decisions for a store brand in relation to the corresponding national brand's price.
The changing price of brand loyalty under perceived time pressure
Marlene Jensen, Ronald DrozdenkoThis study sets out to investigate the price premium brand‐loyal customers would be willing to pay over expectations in order to remain loyal.
Brand image of company names matters in ways that can't be ignored
Herbert Jack RotfeldThis paper seeks to discuss the conceptual problems of family brands, and how conflict of images can work to the detriment of the entire line.
Product development for a stigmatized segment
Frank Franzak, Mike Little, Dennis PittaThis paper seeks to describe an innovative practice that has implications for new product developers.
ISSN:
1061-0421Online date, start – end:
1992Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridMerged from:
Pricing Strategy and PracticeEditor:
- Dr Cleopatra Veloutsou