Table of contents
Evaluation of search, experience and credence attributes: role of brand name and product trial
Srini S. Srinivasan, Brian D. TillPrevious researchers have established that brand names are important in determining perceptions of brand quality and attitude towards the product. In this research we investigate…
9066
Managing consumers’ product evaluations through direct product experience
Sylvia C. Mooy, Henry S.J. RobbenWhere traditional mass‐media advertising may perish in the enormous amount of communication messages, the product itself can act as a decisive communication tool and provide…
6463
The role of consultancies in new product development
Michael HowleyIn the new product development (NPD) literature, little attention has been paid to the use of external marketing consultancies in the process. This work describes a study, using…
2615
Go/no‐go criteria during grocery brand development
Chris Stagg, John Saunders, Veronica WongPast research into new product screening criteria have largely centered on industrial new products. This study investigates the criteria that managers use for screening and…
1800
ISSN:
1061-0421e-ISSN:
2054-1643ISSN-L:
1061-0421Online date, start – end:
1992Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridMerged from:
Pricing Strategy and PracticeEditor:
- Dr Cleopatra Veloutsou