Table of contents
Complexity, uniqueness, and similarity in between‐bundle choice
Manoj K. Agarwal, Subimal ChatterjeeWhen offering product/service bundles to customers, marketers must decide how best to configure the bundles such that consumers do not find the bundle‐choice particularly…
2038
Brand equity’s influence on responses to event sponsorships
Donald P. Roy, T. Bettina CornwellRecent research into consumer responses to sponsorships has examined the role of sponsor‐event fit on cognitive and affective responses. However, influences on sponsor‐event fit…
17366
Effect of perceived brand origin associations on consumer perceptions of quality
Mrugank V. Thakor, Anne M. LavackReviews recent work in the country of origin and brand name literatures regarding the formation of perceptions regarding perceived brand origin. Based on this review, presents six…
17388
Promotional evaluation and response among variety seeking segments
Minakshi Trivedi, Michael S. MorganResearch conducted over the last decade, on the influence of brand inertia or variety seeking on promotional response, has yielded mixed results. Variety seekers have been found…
3222
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