Table of contents
Brand and category design consistency in brand extensions
Yi Sheng Goh, Veena Chattaraman, Sandra Forsythe– This study aims to investigate the influence of two critical brand extension design components
Testing FMCG innovations: experimental real store versus virtual
Etienne BressoudIn order to cope with the challenge of developing successful fast moving consumer goods (FMCG) innovations, market research vendors offer several methodologies to test concepts…
Adding value to insurance products: the AXA Irish experience
Richard BrophyWhile competition within car and home insurance increases through more players and also unfamiliar entrants to the market (supermarkets), the purpose of this paper is to report on…
Better branding: brand names can influence consumer choice
Philipp Hillenbrand, Sarael Alcauter, Javier Cervantes, Fernando BarriosResearchers agree that the choice of brand name for a product can alter the consumers ' judgment about the product and their purchase decision-making process. With…
Extending technology for market disruption: a case study
Elaine M. Notarantonio, Charles J. Quigley JrIn an environment that is hyper-dynamic and faced with economic turmoil, it is crucial that organizations identify innovative competitive strategy. Using principles from Clayton…
Price sequences, perceived variability, and choice
Eric Dolansky, Mark VandenboschSequences of prices are becoming more commonplace but there is limited research on their behavioral effects. The purpose of this paper is to determine if a sequence of past…
ISSN:
1061-0421Online date, start – end:
1992Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridMerged from:
Pricing Strategy and PracticeEditor:
- Dr Cleopatra Veloutsou