Table of contents
Consumer perceptions of generic products: a Mexican study
Rama YelkurPrevious research studies on generic products focus mainly on mature markets such as the USA. These studies measure consumer perceptions of all generic products as a whole, with…
3258
Moving beyond fit: the role of brand portfolio characteristics in consumer evaluations of brand reliability
Devon DelVecchioBrand extensions allow consumers to use past experiences with the brand in order to assess the extension and thereby reduce the risk associated with purchasing a new product. In…
6934
Toward effective use of cause‐related marketing alliances
Brian D. Till, Linda I. NowakCompanies have become increasingly active in developing relationships between their brands and popular causes in such areas as the environment (e.g. nature conservancy) and health…
10312
Do counterfeits devalue the ownership of luxury brands?
Arghavan Nia, Judith Lynne ZaichkowskyThe purpose of this study was to explore the perceptions and attitudes of original luxury brand owners towards counterfeit luxury goods. The results indicated that all respondents…
27889
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