Table of contents
Function and problems of brand name pharmaceuticals
Herbert Jack RotfeldThis paper aims to discuss the problems faced by US consumers as insurance companies use brand names as a heuristic tool to identify medical profligacy, penalizing consumers with…
Corporate brand reputation and the adoption of innovations
David Corkindale, Marcus BelderThis paper aims to investigate how the strength of a corporate brand influences the adoption of an innovative service, and the main components of the construct: corporate brand…
Perceptual categorization of private labels and national brands
Magda Nenycz‐Thiel, Jenni RomaniukThis paper seeks to compare how brand users and non‐brand users currently position private labels and national brands in three packaged goods categories. It aims to provide…
Measuring customer‐based brand equity: empirical evidence from the sportswear market in China
Xiao Tong, Jana M. HawleyThis study seeks to examine the practicality and applications of a customer‐based brand equity model in the Chinese sportswear market.
A mixed method approach to understanding brand personality
Raj Arora, Charles StonerThis paper aims to use a mixed method (qualitative and quantitative) approach to exploring product personality. It also aims to focus on the personality dimensions of two retails…
Does a brand have to be consistent?
Steve ChartersThis conceptual paper seeks to examine the issue of whether or not a brand needs to be consistent. Whilst this assumption often seems to be made within the marketing literature…
Issues in a down economy: blue oceans and new product development
Dennis PittaThe purpose of this paper is to describe a conceptual strategy approach that can be applied to product development.
Could higher fees lead to lower prices?
Fabio Ancarani, Eitan Gerstner, Thorsten Posselt, Dubravko RadicSupplementary fees such as restocking fees, nonrefundable shipping and handling fees, and cancellation fees have become prevalent in the USA, and customers as well as the popular…
The moderating role of price consciousness on the effectiveness of price discounts and premium promotions
Mariola Palazón, Elena DelgadoThis study aims to integrate price consciousness into the promotional effectiveness framework. Specifically, it aims to analyse whether price consciousness affects the evaluation…
ISSN:
1061-0421Online date, start – end:
1992Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridMerged from:
Pricing Strategy and PracticeEditor:
- Dr Cleopatra Veloutsou