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11 – 20 of 75
Article
Publication date: 1 June 2001

Jeanne Lauren Munger and Dhruv Grewal

This research examines the effects of bundling format (partially‐bundled attributes vs. unbundled attributes) and framing of promotional discounts (rebate, discount and…

8638

Abstract

This research examines the effects of bundling format (partially‐bundled attributes vs. unbundled attributes) and framing of promotional discounts (rebate, discount and free‐options) on perceived quality, price acceptability, perceived value and subsequent purchase intentions. The results indicate that price reductions that are framed as providing “free” product options are perceived more favorably than conventional discounts which, in turn, are more favorable than rebates, holding the total amount of a price reduction constant. The results also suggest that unbundling of deals (or segregation of gains) enhances these perceptions.

Details

Journal of Product & Brand Management, vol. 10 no. 3
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 1 November 2011

Dhruv Grewal, Anne L. Roggeveen, Larry D. Compeau and Michael Levy

In this brief paper, the aim is to highlight three important pricing areas: the business strategies and pricing models that have evolved over the past 20 years of research, the…

4382

Abstract

Purpose

In this brief paper, the aim is to highlight three important pricing areas: the business strategies and pricing models that have evolved over the past 20 years of research, the customers that have been targeted, and the role of the internet on pricing. The advent of social media, mobile marketing and display technologies are likely to encourage researchers to pursue additional research on these topics.

Design/methodology/approach

The current paper is an essay aimed at stimulating pricing research in three major domains.

Findings

The authors review illustrative current practices and research findings pertaining to emerging pricing business models, customer target marketing and price dispersion on the web.

Research limitations/implications

The paper highlights areas that need empirical investigation.

Practical implications

Managers need to explicitly understand the role of these emerging technologies (e.g. social media, mobile media, and web‐application) and appropriately incorporate them into their pricing strategies.

Originality/value

The paper's central contribution is to stimulate additional research on key pricing areas.

Details

Journal of Product & Brand Management, vol. 20 no. 7
Type: Research Article
ISSN: 1061-0421

Keywords

Abstract

Details

Shopper Marketing and the Role of In-Store Marketing
Type: Book
ISBN: 978-1-78441-001-8

Article
Publication date: 9 September 2014

Kashef A. Majid, Andrew Bryant and Pradeep A. Rau

This paper aims to investigate the presence of varying price points on the impact of product valuations in both English and reverse auctions on potential bidders, that is, those…

2712

Abstract

Purpose

This paper aims to investigate the presence of varying price points on the impact of product valuations in both English and reverse auctions on potential bidders, that is, those not yet engaged in the auction. Internet auctions, both English style and reverse, constitute one of the success stories of digital commerce.

Design/methodology/approach

As its method of research, this paper uses an experimental approach to explore the effects of multiple reference prices.

Findings

While previous research has done well to show that a lower initial price decreases barriers to entry and can lead to a higher final price in English-style auctions, this research shows that such a strategy may harm potential bidders’ product perceptions due to multiple reference prices. The authors explore situations of multiple reference prices in the context of reverse auctions, where both higher and lower reference prices are shown to be able to increase product valuations.

Research limitations/implications

Additional research of a variety of products and using a representative sample would enhance the findings of this paper.

Practical implications

The findings show that reference prices have differing impacts, which are dependent upon the goal of either maximizing or minimizing the distance between the initial price and the price consumers are willing to pay in an online auction.

Originality/value

The investigation links differing goals created by the type of auction to the potential impact of the reference price. In addition, we explore the effects of multiple reference prices on consumer valuations.

Details

Journal of Product & Brand Management, vol. 23 no. 6
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 2 May 2022

Mukta Srivastava, Neeraj Pandey and Gordhan K. Saini

Reference price is a key input in deciding product/service prices by organizations and has a significant influence on consumer purchase decisions. This study aims to provide a…

Abstract

Purpose

Reference price is a key input in deciding product/service prices by organizations and has a significant influence on consumer purchase decisions. This study aims to provide a deeper understanding of reference pricing literature using bibliometric analysis and offers specific research questions for future research in this domain.

Design/methodology/approach

Using a sample of 309 articles published between 1977 and 2021, the study conducts bibliographic coupling, citation analysis, cluster analysis, content analysis, keyword analysis and a three-field plot to map the intellectual structure of reference price.

Findings

The content analysis gave seven research clusters: (1) modeling reference price, (2) consumer perceptions of price (un)fairness, (3) price framing, (4) comparative price-based promotion, (5) reference price formulation, (6) pay-what-you-want (PWYW) pricing and (7) range theory and price perceptions. The study also delineates reference price literature across several parameters like authorship, highest cited paper, most popular journal, institutions, region-wise publication trend and author-networks. The emerging research themes for future scholars working in this domain have also been highlighted.

Originality/value

This is the first comprehensive study to explore reference price from a bibliometric lens. The study highlights and discusses the recent themes on reference price, from both academic and managerial perspectives.

Details

Marketing Intelligence & Planning, vol. 40 no. 5
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 9 September 2014

Chinintorn Nakhata and Hsiao-Ching Kuo

This paper aims to examine how two non-price cues – consumer rating and number of purchased social coupons (SCs) – serve as risk-relievers for high and low variety-seekers and…

1151

Abstract

Purpose

This paper aims to examine how two non-price cues – consumer rating and number of purchased social coupons (SCs) – serve as risk-relievers for high and low variety-seekers and subsequently impact their purchase decision for SCs offered by unfamiliar brands.

Design/methodology/approach

Participants recruited from Amazon Mechanical Turk online panels participated in three scenario-based experiments.

Findings

Low (vs high) variety-seekers perceive greater risk and indicate lower likelihood of purchasing SCs offered by unfamiliar brands. Both high and low variety-seekers utilize the two non-priced cues – consumer rating and number of purchased SCs – as risk-relievers sequentially. That is, consumer rating constantly has a substantial impact on purchase likelihood for such SCs, whereas number of purchased SCs is influential only when consumer rating becomes ambiguous. Specifically, low (vs high) variety-seekers have a greater tendency to rely on number of purchased SCs in addition to consumer rating as a risk-reliever.

Originality/value

This paper examines cue utilization process in the SC context and suggests that high and low variety-seekers respond to the two non-price cues differently and sequentially. This provides theoretical insights on consumers’ cue utilization process and managerial insights regarding how managers could strategically handle the cues on SC provider websites. Further, this paper identifies situations where high variety-seekers may not prefer unfamiliar experiences and low variety-seekers may become more likely to embrace unfamiliar experiences.

Details

Journal of Product & Brand Management, vol. 23 no. 6
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 21 March 2016

Elizabeth Aguirre, Anne L. Roggeveen, Dhruv Grewal and Martin Wetzels

– This paper aims to investigate personalized communications through digital media, which include display, search, social and mobile communications.

12769

Abstract

Purpose

This paper aims to investigate personalized communications through digital media, which include display, search, social and mobile communications.

Design/methodology/approach

Drawing on the literature pertaining to different digital mediums, the authors explore how different factors influence consumers’ responses to personalized communications. The current study integrates and reviews prior literature related to personalization, seeking a richer understanding of when personalized communications improve or hinder customer–firm interactions.

Findings

Personalization can both enhance and diminish consumer engagement with the firm: it may heighten privacy concerns because consumers worry about how their data are collected and used, and it can also benefit them in meaningful ways. Thus, firms must use the information that they collect in a strategic manner to balance this personalization-privacy paradox. This paper finds that the benefits of personalization may vary as a function of the medium through which the communication is conveyed. It suggests directions for research in each of these media and strategies firms can implement to mitigate privacy concerns.

Originality/value

This investigation of emerging themes related to search, display, social and mobile communications provides a more comprehensive overview of current research, as well as a foundation for further research into personalization.

Details

Journal of Consumer Marketing, vol. 33 no. 2
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 9 September 2014

Outi Somervuori

The purpose of this paper is to provide an overview of behavioral pricing research, including the identification of the primary areas studied and a summary of the core findings in…

3902

Abstract

Purpose

The purpose of this paper is to provide an overview of behavioral pricing research, including the identification of the primary areas studied and a summary of the core findings in each based on previous literature.

Design/methodology/approach

This research examines 613 articles on the ISI Web of Science database and focuses on marketing journals that discuss behavioral pricing. The reviews of these articles use traditional literature review and research profiling methods.

Findings

The main subareas in behavioral pricing this study identifies are the price–quality relationship, reference price, price awareness, price elasticity estimation and price fairness. In general, the behavioral pricing field is relatively new, and all subareas would benefit from additional research.

Originality/value

For pricing researchers, this study offers integrative insights into the field based on previous literature and identifies the main contribution and main topic of each. The study also offers suggestions for new research ideas.

Details

Journal of Product & Brand Management, vol. 23 no. 6
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 9 September 2014

Thomas Robbert and Stefan Roth

The purpose of this paper is to elaborate on the differences between price partitioning and drip pricing with regard to their influence on price recall, purchase intentions and…

1960

Abstract

Purpose

The purpose of this paper is to elaborate on the differences between price partitioning and drip pricing with regard to their influence on price recall, purchase intentions and fairness perceptions. In many industries, sellers advertise low prices and reveal other surcharges sequentially as the customer goes through the buying process. To date, little is known about how these sequential, or drip-pricing, techniques influence consumer behavior.

Design/methodology/approach

The study is based on an experimental between-subjects design (N = 95) with two groups. The data collection was conducted with a mixed scenario/stimuli-based online survey for a virtual travel agent.

Findings

The findings reveal that underestimation of the total price of an offering is significantly weaker when prices are presented sequentially rather than partitioned. In addition to reduced purchase intentions, drip pricing may negatively affect fairness perceptions when consumers feel deceived by the seller.

Originality/value

The study replicates findings of previous research on price partitioning but is one of the first empirical studies to examine the influence of sequence in price presentations. With this focus, the study opens up new avenues for pricing research.

Details

Journal of Product & Brand Management, vol. 23 no. 6
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 9 September 2014

Jung Eun Lee and Leslie Stoel

The purpose of this paper is to examine the signaling effects of high versus low price discounts by integrating extant literature on price discounts, perceived risks and purchase…

4541

Abstract

Purpose

The purpose of this paper is to examine the signaling effects of high versus low price discounts by integrating extant literature on price discounts, perceived risks and purchase intentions for products sold online. The study examines the influence of price discounts on perceived risks, and the subsequent influence of these risk perceptions on online purchase intentions.

Design/methodology/approach

This study used an experimental design. The manipulated factor was price discount (10, 30, 50, 70 and 90 per cent). Responses were collected via online surveys. Nonlinear regression analysis with the MEDCURVE macro was used for the analysis.

Findings

The results show that the discount size increases customers’ perceived risks, and that these perceived risks mediate the relationship between price discount and purchase intentions.

Practical implications

This study provides a better understanding of customers’ risk perceptions for online price discounts, which enables retailers to decide appropriate price discounts to attract customers.

Originality/value

Most previous literature focusing on price discounts takes into consideration the presentation effect on consumers’ positive perceptions, while this study investigates the price discount effect on customers’ negative perceptions. In particular, this study examines the mediating effect of perceived risks on the relationship between price discount and purchase intention, which has not been investigated in previous studies.

Details

Journal of Product & Brand Management, vol. 23 no. 6
Type: Research Article
ISSN: 1061-0421

Keywords

11 – 20 of 75