Table of contents
Comparisons of media types and congruence in positioning of service brands
Charles Blankson, Stavros P. Kalafatis, Stanley Coffie, Markos H. TsogasThe purpose of this paper is to undertake a comparative examination of the media types used in projecting positioning strategies of service brands, and to establish whether there…
Designers’ wooden furniture ecodesign implementation in Scandinavian country-of-origin (COO) branding
Katja Lähtinen, Dora Alina Samaniego Vivanco, Anne ToppinenThe purpose of this paper is to identify links between the components involved in ecodesign orientations (EDOs) and the integration of ecological criteria into Scandinavian wooden…
Brand authenticity: model development and empirical testing
Mike Schallehn, Christoph Burmann, Nicola RileyThe purpose of this paper is to develop a model of brand authenticity and analyze the antecedents and effects of the construct. Although there is no doubt about the relevance of…
A cross-product category CBBE study: item response theory perspective
Luming Wang, Adam FinnThe purpose of this study is to propose a new item response theory-based model to facilitate brand equity comparison among brands in different product categories. Brand equity has…
Identification and measurement of brand identity and image gap: a quantitative approach
Dilip Roy, Saikat BanerjeeThis paper aims to offer a quantitative methodology to identify and measure the gap between the communicated brand identity and perceived brand image by channel members and the…
Consumer reaction to price increase: an investigation in gasoline industry
Audhesh K. Paswan, John C. Crawford, Waros Ngamsiriudom, Thuy NguyenThe aim of this study is to investigate the impact of increase in price of an essential product (i.e. gasoline) toward the focal product and other seemingly non-related products…
Price presentation effects on green purchase intentions
Fei Lee Weisstein, Mohammadreza Asgari, Shir-Way SiewThis paper aims to examine the effect of price promotion presentation formats on consumers’ green purchase intentions across various levels of greenness. Despite the increasing…
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