Purpose – The purpose of this study is to test the viability of comparative advertising in Chile. Design/methodology/approach – Data were collected via controlled experimentation. The study employed a 3 (comparative advertising intensity: noncomparative, indirect comparative, and direct...

Retailers compete against national manufacturers by launching store brands. National manufactures regularly use brand promotions to fight store brands back. The purpose of this article is to find out whether attitudes toward national brand promotions and store brands have similar or different...

Understanding variations in shopper price knowledge is important to academics identifying their sources, and to retail managers whose pricing strategies may depend on the extent of shopper price knowledge (or lack of) within the items they manage, since price knowledge is an important driver of...

Understanding the long-term price matching effects on CLV is important in evaluating the effectiveness of these policies in stimulating customer retention. In industries with low brand differentiation and low customer involvement (e.g., private pension system), it can be seen that choosing a...

Purpose The purpose of this paper is to examine two popular price promotion strategies – price matching guarantees (PMGs) and everyday low prices (EDLP) – and their effects on Chilean consumer behavior in terms of consumer perceptions of low prices, search behavior and purchase intention....

This study expands upon research on exemplification persuasiveness by examining advertising messages. Using the issue of organ donation, Study 1 compares the effect of exemplar versus base-rate information on credibility, emotionality (arousal, pleasure, and dominance), and the intention to...

Previous studies show how strategies based on the customer lifetime value (CLV) can lead to an increase of profitability for a firm. In this context, marketing serves the purpose of maximizing CLV and customer equity (the CLV of current and future customers). For most types of service firms,...