While the expanding body of attribute framing literature provides keen insights into individual judgments and evaluations, a lack of theoretical perspective inhibits scholars from more fully extending research foci beyond a relatively straightforward examination of message content. The current...

Purpose – Seeks to provide empirical support for the “brand personality effect”, that is, the direct influence that brand personality will have on a variety of consumer‐driven outcomes. Design/methodology/approach – Tests a series of hypotheses using experimental research design with...

Purpose: Extant research has demonstrated that marketing channel control can produce both positive and negative effects. This paper aims to use meta-analysis to understand potential sources of those heterogeneous effects. This research also identifies areas in need of future research to help...

Purpose: This research aims to represent an initial exploration of how partitioned pricing influences consumers’ purchase decisions of new versus used products from the theoretical perspectives of prospect theory and gain/loss decision frames. Design/methodology/approach: Four experiments to...