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Abstract

Details

Review of Marketing Research
Type: Book
ISBN: 978-0-7656-1306-6

Article
Publication date: 1 June 2003

Joan Lindsey‐Mullikin

The concept of reference price is a well‐established phenomenon in the marketing and consumer behavior literature. Given this, we investigate what happens when consumers, given a…

4266

Abstract

The concept of reference price is a well‐established phenomenon in the marketing and consumer behavior literature. Given this, we investigate what happens when consumers, given a particular reference price, encounter unexpected prices. It is proposed that the theory of dissonance reduction provides a framework for studying situations in which consumers’ encountered prices are significantly different from their expectations. The three modes of dissonance reduction proposed: to change one’s attitude or cognition, to seek consonant information, and to trivialize some element of the dissonant relationship are demonstrated through theoretical interpretation and illustrated with in‐depth interviews.

Details

Journal of Product & Brand Management, vol. 12 no. 3
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 13 July 2012

Jeffrey E. Danes and Joan Lindsey‐Mullikin

This paper presents a model relating Nagle and Holden's factors of price sensitivity to expected price and willingness to pay. This work presents various perspectives on price…

5512

Abstract

Purpose

This paper presents a model relating Nagle and Holden's factors of price sensitivity to expected price and willingness to pay. This work presents various perspectives on price elasticity/sensitivity, empirically tests aspects of the influence of perception of the offer (product/service) on expected price, and illustrates how the pricing methods developed within provide quantitative precision to the practice of price setting by capturing perceptions important to consumers.

Design/methodology/approach

The authors used a within‐subjects design to study four brands in two product categories, automobiles and computers. Model evaluation employs ordinary least squares regression.

Findings

Ten qualitative factors were studied. Overall, the results show four factors predict expected price for the target market, product and brand. The factors are perceived substitutes, quality, fairness, and unique value.

Originality/value

This research makes the following contributions. First, the authors are able to quantify ten factors of price sensitivity relevant to the evaluation of product pricing. Second, they are able to identify the relevant factors of price sensitivity for two product categories specific to a given target market. Third, they provide a data‐driven model that enables translation of pricing variables into quantitative values to arrive at the price of a product. The major theoretical contribution of this paper is to show that Nagle and Holden's ten factors of price sensitivity may act in the following way: the change in product/service perception may influence expected price, and then the change in expected price influences willingness to pay. The empirical focus of the current research is on the first of these two changes.

Details

Journal of Product & Brand Management, vol. 21 no. 4
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 1 January 2006

Ross D. Petty and Joan Lindsey‐Mullikin

This research seeks to examine the regulation of practices that promote brand interest. Its goal is to develop a comprehensive conceptual framework of such practices.

4441

Abstract

Purpose

This research seeks to examine the regulation of practices that promote brand interest. Its goal is to develop a comprehensive conceptual framework of such practices.

Design/methodology/approach

A comprehensive search of US marketing laws and regulations was conducted to find cases and regulations pertaining to practices that promote consumer interest in a particular brand. These practices were then arranged into categories by their method of influencing consumer behavior.

Findings

The 3Cs approach appears to provide a useful conceptual model for consumer brand managers. This model allows managers to consider the applicable case law and regulations for each type of practice.

Originality/value

The conceptual model developed here is the first of its kind. It provides a useful tool for consumer brand managers who are considering various practices to promote brand interest. It helps brand managers evaluate the legal risks of the various practices they are considering.

Details

Journal of Product & Brand Management, vol. 15 no. 1
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 12 April 2013

Norm Borin, Joan Lindsey‐Mullikin and R. Krishnan

The purpose of this paper is to investigate the impact of three green strategies on key consumer metrics. More specifically, it aims to measure consumers' purchase intentions of…

8925

Abstract

Purpose

The purpose of this paper is to investigate the impact of three green strategies on key consumer metrics. More specifically, it aims to measure consumers' purchase intentions of new green, recycled/refurbished products, green company processes and a non‐green product/process.

Design/methodology/approach

Between subjects 2×2×4 experimental design with two levels of price (high and low), two levels of brand name (known and unknown) and four levels of green strategies.

Findings

Purchase intentions for green product and process strategies are significantly higher than non‐green approaches. However, post‐hoc analysis shows no significant advantage of one green strategy over another. Price and brand name do not have significant interactive effects with green strategies.

Practical implications

Although it is essential that companies develop green strategies for the eco consumer it is not important what specific strategy is selected i.e. going green is the key. Also, despite the continued growth in the demand for green products, price is still the most important driver for consumer purchase – even for the eco consumer. Lastly, despite continued improvements in functional performance, green products do not have a significant advantage in perceived quality. Companies cannot focus completely on the green nature of their products or processes.

Social implications

Consumers believe that purchasing green products or products from green companies may be a way they can help the environmental problems society faces today. This project provides guidance to companies pursuing this market by evaluating different product and process approaches to this growing social trend.

Originality/value

This project is one of the first to focus on the consumer impact of different corporate approaches to the green market.

Details

Journal of Product & Brand Management, vol. 22 no. 2
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 1 November 2011

Dhruv Grewal, Anne L. Roggeveen, Larry D. Compeau and Michael Levy

In this brief paper, the aim is to highlight three important pricing areas: the business strategies and pricing models that have evolved over the past 20 years of research, the…

4414

Abstract

Purpose

In this brief paper, the aim is to highlight three important pricing areas: the business strategies and pricing models that have evolved over the past 20 years of research, the customers that have been targeted, and the role of the internet on pricing. The advent of social media, mobile marketing and display technologies are likely to encourage researchers to pursue additional research on these topics.

Design/methodology/approach

The current paper is an essay aimed at stimulating pricing research in three major domains.

Findings

The authors review illustrative current practices and research findings pertaining to emerging pricing business models, customer target marketing and price dispersion on the web.

Research limitations/implications

The paper highlights areas that need empirical investigation.

Practical implications

Managers need to explicitly understand the role of these emerging technologies (e.g. social media, mobile media, and web‐application) and appropriately incorporate them into their pricing strategies.

Originality/value

The paper's central contribution is to stimulate additional research on key pricing areas.

Details

Journal of Product & Brand Management, vol. 20 no. 7
Type: Research Article
ISSN: 1061-0421

Keywords

Content available
Article
Publication date: 21 December 2018

Cleopatra Veloutsou and Francisco Guzman

359

Abstract

Details

Journal of Product & Brand Management, vol. 27 no. 4
Type: Research Article
ISSN: 1061-0421

Content available
Article
Publication date: 6 November 2007

Hooman Estelami and Sarah Maxwell

444

Abstract

Details

Journal of Product & Brand Management, vol. 16 no. 7
Type: Research Article
ISSN: 1061-0421

Content available
Article
Publication date: 30 October 2009

Sarah Maxwell and Hooman Estelami

532

Abstract

Details

Journal of Product & Brand Management, vol. 18 no. 7
Type: Research Article
ISSN: 1061-0421

Content available
Article
Publication date: 2 November 2010

Sarah Maxwell and Hooman Estelami

1433

Abstract

Details

Journal of Product & Brand Management, vol. 19 no. 7
Type: Research Article
ISSN: 1061-0421

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