Table of contents
Affect transfer in brand extensions: the role of expectancy and relevancy
Xin Liu, Michael Y. Hu, Pamela E. GrimmThe goal of the paper is to examine the affect transfer process of the brand extension by developing a conceptual framework that integrates two factors important to this process…
Consumers' intentions of buying own‐label premium food products
Ioannis E. Chaniotakis, Constantine Lymperopoulos, Magdalini SoureliEach own‐label product enjoys different levels of customer acceptance and perceived risk and requires different attention with respect to the different elements of the marketing…
Corporate social performance and financial‐based brand equity
Hui‐Ming Deanna WangThe purpose of this research is to empirically test the interrelationship between corporate social performance and financial‐based brand equity. This paper proposes that social…
Uncovering the relationships between aspirations and luxury brand preference
Yann Truong, Rod McColl, Philip J. KitchenThis paper seeks to test the effects of intrinsic and extrinsic aspirations on luxury brand preference. The objective is to help luxury marketers better understand and anticipate…
Brand new ventures? Insights on start‐ups' branding practices
Sabrina Bresciani, Martin J. EpplerThis paper aims to shed light on the specificity of branding approaches for young companies for the reason that branding is a crucial activity for the survival and success of a…
Perceived price fairness and price decay in the DVD market
Antje Cockrill, Mark M.H. GoodeThis study aims to examine perceived price fairness, actual pricing and price decay in a short‐life cycle market; namely DVD films.
The two components of a fair price: social and personal
Sarah Maxwell, Lucette ComerThe purpose of this paper is to isolate the effects of personal fairness (the consumer's evauation of the magnitude of the price) and the social fairness (the acceptability of the…
ISSN:
1061-0421Online date, start – end:
1992Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridMerged from:
Pricing Strategy and PracticeEditor:
- Dr Cleopatra Veloutsou