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Many fashion brands employ growth strategies that involve strategically aligning with a retailer to offer exclusive co-brands that vary in duration and perceived fit. While growth and publicity are enticing, pursuing collaboration may change consumers' evaluation of the brand. Utilising commodity and categorisation theory, this research tests how a brand may successfully approach a co-brand with a retailer.

Three experimental studies manipulate and test the effect of co-brand duration (limited edition vs ongoing) (Study 1), the degree of brand-retailer fit (high vs low) (Study 2), and its combined effect (Study 3) on changes in consumers' brand evaluation.

Results reveal that consumers' evaluations of brands become more favourable when: (1) brand-retailer co-brand make products available on a limited edition (vs ongoing) basis (Study 1), (2) consumers perceive a high (vs low) degree of brand-retailer fit (Study 2) and (3) both conditions are true (Study 3).

In light of commodity and categorisation theory, this study helps to understand the effectiveness of a brand-retailer co-branding strategy.

To increase brand evaluations, brands should engage in a limited edition strategy, rather than ongoing when collaborating with retailers. It is also important to select an appropriately fitting retailer for a strategic partnership when creating a co-brand.

While previous studies highlight the importance of perceived fit upon extension, perceived fit between brand and retailer co-brand had yet to be investigated. Additionally, this research investigates changes in brand evaluations to more accurately understand how co-branding strategies impact the brand.

Marketing practitioners consider packaging as a promising marketing tool, but current academic research covers mostly regular packages. Filling this gap, this paper aims to analyze why and how companies use limited edition packaging (LEP), which is defined as a scarcity product tactic, using the package exclusively to create a limited offer.

This study adopted a grounded theory methodology and used a qualitative collective case study design by analyzing 175 LEP launches in the beverage sector between 2000 and 2019.

The empirical-based conceptualization of LEP tactics provided here describes the crucial marketing dimensions in which strategic decisions are made regarding objective of release, implementation and related marketing mix decisions. Results show that LEP tactics serve parallel brands, sales and product strategy-related goals; LEPs are characterized by intensity, theme (occasion) and design characteristics, such as typicality, and marketers use various marketing mix combinations (i.e., pricing, distribution and advertising) in relation to the LEP offer.

To the best of author’s knowledge, it is the first conceptualization of this special type of scarcity tactic. This study also assists academics by providing an agenda for future research in this domain.

As a frequently observed business phenomenon, the use of product scarcity to improve a product’s market performance has received increasing attention from both academics and practitioners. The resulting literature has covered a wide variety of issues based on various theories, using different research methods, in a diverse range of settings. However, this diversity also makes it difficult to grasp the core themes and findings, and to see the outstanding knowledge gaps. This paper aims to review previous studies on the use of product scarcity in marketing and identifies new directions for future research.

A systematic review was conducted to identify and analyse 66 research papers published in business and management journals between 1970 and 2017.

The authors examined the underlying theories of scarcity-based marketing, and developed a conceptual framework that describes the key factors of product scarcity and how they influence both consumers and the market. They also highlighted some key achievements in modelling the processes involved in using product scarcity in marketing.

This analysis of the identified papers suggests that there are substantial gaps in our knowledge of this field, which opens up new paths for future research. For future research, the authors identified three directions aimed at: addressing the practical needs of firms in understanding product scarcity; guiding the implementation of scarcity-based strategies; and measuring, monitoring and predicting the level of product scarcity and its impacts during implementation.

This paper aims to examine how the temporal distance can influence the effect of the scarcity message. To demonstrate this effect, the authors use the limited-quantity flash sales and compare two types of mixed promotion method comprising discount rate and limited quantity.

The results of the experiment reveal that consumers in the temporally distant condition have a relatively high-level construal of the limited-quantity flash sales and are more likely to value desirability (discount rate) over feasibility (limited quantity).

When the expected value is identical, consumers prefer limited-quantity flash sales with smaller limited quantity but higher discount rates. However, consumers in the temporally near condition have a relatively low-level construal of the limited-quantity flash sales and are more likely to value feasibility (limited quantity) over desirability (discount rate).

When the expected value is identical, consumers prefer limited-quantity flash sales with lower discount rates but larger limited quantity.

AT the time of writing (Autumn 1966), those who are concerned with technical college libraries stand at a very interesting stage in the development of those services. I was reminded of this fact the other day when I was lunching with one of the College Principals who had been concerned with the ATI Memorandum on College Libraries in 1937. (That, as you may know, was a very forward‐looking document and outlined objectives, not all of which have yet been attained.)

The purpose of this paper is threefold: to provide an overview of the literature defining “luxury”; to suggest that luxury goods be distinguished from other goods through the presence of critical success factors (CSF) and to identify different dimensions of luxury; and to introduce a new classification framework to analyse luxury consumers profiles and to explain the personal perception of luxury.

The first part of the paper is a critical discussion of the literature around the concept of luxury; the second part shows the application of an original classification framework, validated through a number of focus groups carried out with participants of Masters and executive training courses.

The concept of luxury is a multifaceted one. A comprehensive approach to classify luxury consumers is used first of all to reveal different customer profiles, and also to prove that the tangible/intangible and personal/social distinctions are relevant for understanding the motivations underlying the purchase of a luxury product.

The model has been validated using four “archetypal” luxury goods (a bag, a bracelet, and so on). Nonetheless, the range of possible luxury goods and the set of possible consumer ' s motives behind luxury spend are so wide that a much more extended testing is required.

The newly proposed model would allow a luxury company to better assess their target market and their current customers, while scholars and analysts might find it useful to define the scope of the luxury market when estimating market figures.

DURING much of the Second World War, the affairs of the Library Association were conducted for the Council by an Emergency Committee. The record of its meeting on 10th June 1941, includes the following: “A resolution having been received suggesting that a committee be formed to consider post‐war reconstruction, it was resolved that by means of a notice in the LIBRARY ASSOCIATION RECORD, Branches and Sections should be invited to formulate suggestions for the consideration of the committee. A draft questionnaire for the purpose of an enquiry into the effects of the war on the public library service was approved”. In July, the Committee reported “further arrangements … for carrying out an exhaustive survey designed to give the necessary data for full and detailed consideration and ultimate recommendation as to the future of public libraries, their administration and their place in the social services”. The promised notice appeared as an editorial in September.

Function libraries, and indeed the majority of organisations, especially those operating on a commercial basis or utilising public funds, consist of material and human structures. The leaders of the human structure utilise personnel and materials in the pursuit of certain goals. Brech itemises four main elements in this process of planning and regulating enterprise activities. They comprise:

THE BBC's television services have a longer history than is generally realised. Experiments were going on in 1925 and 1926, broadcasts were being put out as early as 1933 or 1934, and on 2nd November, 1936 the BBC gave Great Britain the world's first regular television service, operating on the 405‐line standard in the Very High Frequency channels.