Table of contents
Product positioning based on search, experience and credence attributes using conjoint analysis
Raj AroraUsing the framework of search attributes, experience attributes, credence attributes and conjoint analysis methodology, the purpose of this paper is to estimate the utilities of…
Cognitive, affective attributes and conative, behavioural responses in retail corporate branding
Rui Vinhas Da Silva, Sharifah Faridah Syed AlwiThe main aim of the present study is to empirically test a model of antecedents and consequences of corporate brand image (CBI) in two book retailers, one selling exclusively…
Looks matter in developing consumer‐brand relationships
J. Bryan Hayes, Bruce L. Alford, Lawrence Silver, Rice P. YorkThe purpose of this paper is to describe research which introduces attractiveness as a moderator of the relationship between the perceived brand personality and evaluations of the…
Wowing the millennials: creating brand equity in the wine industry
Linda Nowak, Liz Thach, Janeen E. OlsenThe purpose of the study is to examine the attitudes of millennial wine consumers and determine if positive affect in tasting room situations leads to higher levels of brand…
An assessment of professional training for product managers in the pharmaceutical industry
Lea Prevel KatsanisThe primary purpose of this study is to identify how and where product managers in the pharmaceutical industry receive the training required to undertake their job tasks, and…
Heterogeneity of consumer demand: opportunities for pricing of services
Ahmed Taher, Hanan El BashaThe purpose of this paper is to provide a framework to help marketers of services price their products by looking beyond costs and competitive forces. By analysing the value of…
Identifying patterns of customer response to price endings
Ralf Wagner, Kai‐Stefan BeinkeThe purpose of this paper is to introduce a new approach for the identification of price thresholds, which enables learning true thresholds from previous buying decisions recorded…
ISSN:
1061-0421Online date, start – end:
1992Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridMerged from:
Pricing Strategy and PracticeEditor:
- Dr Cleopatra Veloutsou