Table of contents
Searching for competitive advantage with the brand extension process
Tina VukasovičThe main purpose of this article is to present a research study of brand extension with developing an innovative product in a new product category.
Effects of complete products on consumer judgments
Timucin Ozcan, Daniel A. SheininThe aim of this paper is to seek to understand better how consumers judge multiattribute products that are perceived as either more or less complete in terms of feature coverage…
Place branding: creating self‐brand connections and brand advocacy
Elyria Kemp, Carla Y. Childers, Kim H. WilliamsThe purpose of this research is to investigate how branding theories can be applied to place branding. It aims to examine how internal stakeholders, specifically a city's…
Key drivers of automobile brand choice in sub‐Saharan Africa: the case of Ghana
Bedman Narteh, Raphael Odoom, Mahama Braimah, Samuel BuameThe paper aims to investigate the determinants of automobile brand choice in Ghana. Specifically, the paper seeks to hypothesize that consumers of automobiles make their purchases…
Brand loyalty and the role of hedonic value
Anna Kuikka, Tommi LaukkanenThe objective of this paper is to explore the antecedents of brand loyalty in the chocolate market.
The relationship between customer value and pricing strategies: an empirical test
Anna Codini, Nicola Saccani, Alessandro SiccoThe paper seeks to fill a research gap that concerns empirical studies on value‐based pricing in durable consumer goods. It aims to analyse the relationship between value for the…
Price unfairness: the indirect effect on switching and negative word‐of‐mouth
Cristiane Pizzutti dos Santos, Kenny BassoThis study aims to present and test a conceptual framework for the consequences of price unfairness, positing trust and emotions as two important mediators of the perception of…
ISSN:
1061-0421Online date, start – end:
1992Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridMerged from:
Pricing Strategy and PracticeEditor:
- Dr Cleopatra Veloutsou