Table of contents
The impact of culture on brand perceptions: a six‐nation study
Thomas Foscht, Cesar Maloles, Bernhard Swoboda, Dirk Morschett, Indrajit SinhaThe purpose of this paper is to examine how cultural differences affect the perception of a brand.
Branded food spokescharacters: consumers' contributions to the narrative of commerce
Jordan L. LeBel, Nathalie CookeThe purpose of this research is to examine the nature of consumers' relationships with branded spokescharacters by drawing upon brand personality theory and reader‐response…
Risk aversion and brand loyalty: the mediating role of brand trust and brand affect
Kurt Matzler, Sonja Grabner‐Kräuter, Sonja BidmonThe purpose of this paper is to explore the relationship between the customer's risk aversion and its relationship with brand loyalty and to test empirically whether this…
Brand analysis of a US global brand in comparison with domestic brands in Mexico, Korea, and Japan
Min‐Young Lee, Dee Knight, Youn‐Kyung KimThe purpose of this paper is to understand how consumers in three countries (Mexico, South Korea, and Japan) perceive a US global brand versus domestic brands and their marketing…
The link between offline brand attributes and corporate brand image in bookstores
Rui Vinhas Da Silva, Sharifah Faridah Syed AlwiThe purpose of this paper is to look into the relationship between the physical aspect of a retail store, product‐related attributes, personal interaction with customers and…
Customers' purchase intentions as a reflection of price perception
Juha MunnukkaThe purpose of this paper is to investigate customers' intentions to purchase mobile communications services and how these intentions are affected by the customers' price…
Consumer use of the price‐quality cue in financial services
Hooman EstelamiThe purpose of this paper is to examine the extent of use of the price‐quality cue in financial services, and to uncover some of its drivers. The drives studied are: advertising…
ISSN:
1061-0421Online date, start – end:
1992Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridMerged from:
Pricing Strategy and PracticeEditor:
- Dr Cleopatra Veloutsou