Purpose – This study aims to explore the effect of amount of effort invested by consumers toward the purchase of a product on the amount they will spend on the product. Authors argue that greater effort on the part of the consumer will lead to an irrational focus on sunk effort causing them to...

Purpose – The purpose of this paper is to determine the responses of women college students to discount stores and category killers in terms of the importance of seven‐store characteristics as well as their expectations for these attributes. Another purpose was to determine differences, if...

Co‐branding is an increasingly popular technique marketers use in attempting to transfer the positive associations of the partner (constituent) brands to a newly formed co‐brand (composite brand). This research examines the effects of co‐branding on the brand equity of both the...

Purpose – This study aims to examine parental styles based on levels of nurturing and authoritarianism to determine mothers' awareness of children's media exposure, likelihood of setting media and consumption limits and communications with children about commercial messages....

Between November 1999 and September 2000, Priceline.com offered a new service in grocery stores in certain US cities, which allowed customers to shop for low prices online. The service required consumers to make bids on various items and then Priceline would tell them whether their bids were...

Relationship marketing is beneficial to firms because it can foster customer loyalty and re‐patronage behavior. Consumers engaged in relational exchanges are more satisfied than those in discrete transactions because of the ease and psychological comfort of purchasing from a familiar company....