Table of contents
Implementation of a multi‐brand strategy in action sports
Chrysostomos Giannoulakis, Artemisia ApostolopoulouThe present study aims to explore the efforts of a core action sports company (Board Sports Company (BSC)) to employ a multi‐brand strategy and to focus on the identity and reach…
Regularities in the consumption of a subscription service
Richard Lee, Cam Rungie, Malcolm WrightThe purchase distribution of consumer packaged goods has been extensively modelled by the negative binomial distribution (NBD). As the characteristics of packaged goods differ…
Customer‐based brand equity, equity drivers, and customer loyalty in the supermarket industry
Arthur W. Allaway, Patricia Huddleston, Judith Whipple, Alexander E. EllingerThe purpose of this paper is to measure consumer‐based brand equity in the supermarket industry and to identify the strategy drivers associated with levels of brand equity for…
Customers' comparative loyalty to retail and manufacturer brands
S. Allen Broyles, Robert H. Ross, Donna Davis, Thaweephan LeingpibulOwing to the increasing market presence and financial success of retail brands, this study seeks to examine the comparative influence of manufacturer brands and retail brands on…
Can brand identity predict brand extensions' success or failure?
Catherine ViotBrand extension strategies have become widespread since the early 1980s. However, a large proportion of brand extensions still fail, suggesting the need for methodologies that…
Self‐monitoring, dining companions and the usage of alternative currencies
Hsin‐Hui “Sunny” Hu, H.G. ParsaThe purpose of this research is to understand the effects of self‐monitoring, dining companions and industry segments on the usage of alternate currencies while dining out.
Pricing for a credence good: an exploratory analysis
Matthew G. Nagler, Fredi Kronenberg, Edward J. Kennelly, Bei JiangThis paper aims to explore the role of observable product characteristics and label wording in consumers' valuations for credence goods, products for which key characteristics may…
ISSN:
1061-0421Online date, start – end:
1992Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridMerged from:
Pricing Strategy and PracticeEditor:
- Dr Cleopatra Veloutsou