The investigations reported in this article examined some of the individual and situational determinants of the level of cognitive product differentiation in consumer products judgements, Subjects consisted of four large samples of male and female consumers in two large metropolitan areas in the...

The multidimensionality of poverty is now widely acknowledged. Some recent studies in developed countries show that there is a weak correlation between the monetary poverty approach and the household's subjective perception of their well-being, suggesting that the subjective perception of...

Through this paper, we propose a preliminary theoretical framework to understand consumer’s trust determinants within the context of purchasing on Internet. First, we present a synoptical literature overview of trust conceptualisation in the marketing literature. Then, we propose a preliminary...

In the article, we want to study existence and valence of the signal given by a promotional communication, usually associated with a price discount. An individual utility model is used to analyze data from a Gabor & Granger price study. Results show that promotion signal increase price...

Previous research on corporate social responsibility (CSR) generally acknowledges that consumers develop more favourable perceptions of responsible firms. Yet few empirical works have focused on the effects of the firm's societal communication and of its characteristics on brand equity. In this...

Previous research on corporate social responsibility generally acknowledges that consumers develop more favourable perceptions of responsible firms. Yet few empirical works have focused on the effects of the firm's societal communication and of its characteristics on brand equity. In this paper...

Loyalty programs have been the object of a growing interest in the area of marketing. However, it is quite surprising that there is no generally accepted theoretical or empirical research that study how these programs could elicit negative effects over consumer behavior. Using a two-step method,...

Virtual bundling is a promotional offer in which obtaining free product or money discount is linked to the purchase of a certain number of products presented separately. As a promotional technique offering numerous advantages to retailers and manufacturers, virtual bundling is more and more used...

The aim of this research is to gain a deeper understanding of brand personality by focusing on feminine dimension of brands. Previous research in marketing considered the femininity of brands as a unidimensional construct often opposed to masculinity. Through several studies, we explore the...