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This research seeks to investigate the relationship between product bundling strategies and brand value.

Three studies were conducted, two using student subject pools and another using data collected from online auctions. The impacts of brand and bundling strategy stimuli on the dependent variables product choice and price paid were measured.

Bundles offered by low‐tier brands are more attractive when they are offered in a combined price format than in a partitioned price format. Bundles offered by high‐tier brands are more attractive when they are offered in a partitioned price format than in a combined price format.

The cost of bundle elements to the firm, which may influence consumer reference prices, is not considered in this research. Also, the impacts of bundle pricing strategies are evaluated on the bundles only; the influence of a given strategy on a product portfolio is left for future research.

Firms should consider the status of its brand within its product category before deciding on a bundle pricing strategy.

This research has important implications regarding the pricing of product bundles. It also provides a new perspective on how consumers evaluate product bundles

This research aims to investigate the relationship between consumer regulatory focus and brand value.

Three studies were conducted using both student subject pools and a broader sample from the US population. The relative chronic promotion or prevention orientation of each participant was measured, as was response to brand and pricing stimuli.

Promotion‐oriented individuals are more sensitive to differences in established brands than prevention‐oriented individuals (studies 1 and 2), and promotion‐oriented individuals have a greater preference for new brands than prevention‐oriented individuals (study 2). Also, an individual's degree of chronic promotion orientation is an important driver of this relationship (study 3).

Brand quality is considered as a general concept rather than a multidimensional construct. Although brand is a largely affective and emotional product attribute, brand trust is a dimension of quality that helps to satisfy prevention goals. A deeper investigation of the relationship between brand trust and prevention goals is recommended for future research.

Firms should consider the status of their brand within their product category. A firm with a relatively high quality brand can aggressively enter new categories early in the category lifecycle. Lower quality brands may benefit more from reinforcing their position in existing categories, or creating new brands for new categories.

This research has important implications regarding the timing and pricing of product upgrades.

The purpose of this study is to propose differential marketing tactics for high-quality products versus low-price products by building on construal level theory.

Two studies were conducted, one using students and another using data collected from more than 7,000 online auctions.

When consumers consider high-quality products, they use more abstract mental models, and when they consider low-price products, they use more concrete mental models. Differentiation based on primary features product is more effective for products that are positioned on quality, while differentiation based on the secondary features is more effective for products that are positioned on price. Also, marketing efforts to attract attention are more effective for products positioned on quality than those positioned on price.

This research focused on how consumers use different mental models for considering high-quality versus low-price product offerings but did not examine whether a given segment/consumer uses different models in considering high-quality versus low-price alternatives.

Managers wishing to reinforce a high-quality position should focus on marketing efforts compatible with consumers’ high level construal by enhancing and highlighting the primary features, and drawing consumers’ attention to their product offerings. Managers wishing to reinforce a low-price positioning should focus on marketing efforts that are compatible with consumers’ low level construal by enhancing and highlighting secondary features.

This research makes an important theoretical link between construal theory and brand positioning.

Researchers have long been interested in the process of how networking firms share knowledge, what mechanisms firms use to govern knowledge sharing, and what the consequences are for the sharing firms. The purpose of this paper is to attempt to answer these questions from a social network perspective.

Qualitative method is employed to facilitate deeper understanding of soft variables and key relationships for discovering and mapping non‐formal business practices. The sampling strategy is based on relevance rather than representativeness; data analysis and theoretical analysis stresses an iterative process of theoretical sampling, comparing, and contrasting of samples to build theoretical categories.

The principal findings highlight how social capital, especially trust‐based‐ties, develops in inter‐firm interaction process, accelerates knowledge flow, and acts as an informal governance mechanism between firms. Weak ties help firms to build initial relationships and strong ties help firms to acquire higher‐quality and fine‐grained knowledge.

The analysis rests on qualitative studies in a single industry. The paper trades generalizability for richness, thus potentially risking producing theories that are idiosyncratic and not generalizable to the entire population. Longitudinal studies with larger sample sizes are encouraged to develop more precise propositions or hypotheses for testing.

The identification of the process through which social capital facilitates knowledge flow and consequently innovation enhances the understanding of firms' strategic behavior, and provides managers possible guidelines on how to accumulate social capital in interfirm dynamic interaction to gain competitive advantage.

The paper delineates the strategic roles of social capital in facilitating knowledge flow between firms and further contributes to emerging literature by demonstrating the process of social capital development and its impact on innovation and performance.

LET'S VARY LITERACEE with a little bibliographic burglaree. If you suddenly feel like humming The Pirates of Penzance or recollecting Gilbert and Sullivan, you are closely attuned to the bibliographic thoughts in my mind. Literary allusions are the rich overtones that make reading and writing a grand collaboration and a happy pursuit. An author may conscientiously write to convey ideas, but if a cut above the average, he always strives as did H. L. Mencken to express his ideas ‘in suave and ingratiating terms, and to discharge them with a flourish, and maybe with a phrase of pretty song’. His creative efforts will be mostly wasted, however, if his readers lack the requisite literary background and sophistication that would enable them to join in his game and share his earnest effusions. Literacy is never enough; a young child can read and understand the six one‐syllable words ‘who steals my purse, steals trash’, but that same child can grow to be a mighty old man without ever fully comprehending the sentence unless he reads Othello and studies Iago's presumptuous remarks on ‘Good name in man and woman’.

This paper is a conference report.

This paper presents the review of Consumer Electronics Show (CES) 2016.

impression mc>Originality/value new writing.

For those who reside along the US/Mexico border, the border means everything and at the same time it means nothing. It is every juxtaposition imaginable: a challenge and an opportunity, a joining and a dividing, a clashing of two worlds and a constant flow of ideas, people, and goods. Bendito Infierno (Holy Hell) is an ethnographic narrative illustrating the complexity of the borderlands as perceived and experienced by migrants. It speaks to the perpetual contradiction of the US/Mexico borderlands as an agonizing terrain juxtaposed by the promise of opportunity. Revealingly, the piece highlights the agency displayed by forcefully displaced migrants amidst an oppressing political structure.