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The risk reduction role of advertising in relation to price rigidity

Chen, Guan‐Ru - In: European Journal of Marketing 44 (2010) 11/12, pp. 1839-1855

coordinating strategies of advertising and pricing. Findings – In the presence of price movements, consumers cannot use the retail … use the model to design appropriate marketing strategies regarding advertising and pricing. …

Persistent link: https://www.econbiz.de/10014722702

Markets as configurations

Storbacka, Kaj; Nenonen, Suvi - In: European Journal of Marketing 45 (2011) 1/2, pp. 241-258

, such as value sensing, the ability to measure markets, price formation and pricing logics, and market scripting …

Persistent link: https://www.econbiz.de/10014722714

Strategies used to defend pharmaceutical brands from generics

Wilkie, Dean C.H.; Johnson, Lester W.; White, Lesley - In: European Journal of Marketing 46 (2012) 9, pp. 1195-1214

Purpose – This research aims to provide an empirical comparison of the results of three brands' marketing defence strategies used in advance of generic brands entering the market. By reviewing the effectiveness of these strategies, this research looks to extend the research on marketing...

Persistent link: https://www.econbiz.de/10014722853

Effects of discount framing in comparative price advertising

McKechnie, Sally; Devlin, James; Ennew, Christine; … - In: European Journal of Marketing 46 (2012) 11/12, pp. 1501-1522

Purpose – The objective of this paper is to examine the framing effects of discount presentation format in comparative price advertising in a low‐price and a high‐price product context. In particular, the authors study whether identical discounts presented in percentage and absolute terms...

Persistent link: https://www.econbiz.de/10014722865

The Importance of Price in International Business Development

Lancioni, Richard A. - In: European Journal of Marketing 23 (1989) 11, pp. 45-50

Pricing is an important issue in international marketing. In this article the author discusses the concept of price …, setting objectives for international pricing, key questions to ask in international pricing, and the threat of competition in … international pricing. The article also discusses how to meet competition in international markets. …

Persistent link: https://www.econbiz.de/10014722945

Perception of Product Quality in a Static State Utility Model

Huntington, Paul A. - In: European Journal of Marketing 24 (1990) 3, pp. 57-71

The role of the consumer′s perception of product quality within the traditional economic utility model is examined. It is argued that by holding marginal utility to be equal among buyers, price reference will be defined specific to the buyer′s marginal utility of money. Price is...

Persistent link: https://www.econbiz.de/10014722979

Brand Pricing in a Recession

de Chernatony, Leslie; Knox, Simon; Chedgey, Mark - In: European Journal of Marketing 26 (1992) 2, pp. 5-14

reference pricing, price recall improved. Discusses these findings in the context of a literature review on price and perceived … investment had been consistently increased to support the added‐value perceptions of brands. In conclusion, discusses the pricing …

Persistent link: https://www.econbiz.de/10014723009

An Exploration of the Quantity Surcharge Concept in Greece

Zotos, Yiorgos; Lysonski, Steven - In: European Journal of Marketing 27 (1993) 10, pp. 5-18

Previous research has established the use of quantity surcharges in the USA. A quantity surcharge exists when a given package size carries a higher unit price than a smaller package of the same product and brand. Examines the incidence and consumer perceptions of quantity surcharges in...

Persistent link: https://www.econbiz.de/10014723063

Consumer behaviour and the retail “sales”

Betts, Erica J.; McGoldrick, Peter J. - In: European Journal of Marketing 30 (1996) 8, pp. 40-58

In spite of the ubiquity of seasonal and other retail “sales”, they have been curiously neglected within the marketing literature. This is most surprising, given their impact on profit‐margins, brand/store images, supplier‐retailer relationships and consumer behaviour. Since 1980, the...

Persistent link: https://www.econbiz.de/10014723189

The effect of odd pricing on demand

Gendall, Philip; Holdershaw, Judith; Garland, Ron - In: European Journal of Marketing 31 (1997) 11/12, pp. 799-813

Presents the findings of a study designed to investigate the effect of odd pricing on respondents’ purchase … chocolates) and for prices ending in the digit 9. Provides support for the assumption that odd pricing generates greater than …

Persistent link: https://www.econbiz.de/10014723244