Offers a framework which can assist managers to carry out new product planning and development activities with an explicit focus on consumer value perceptions. Describes how consumer perceptions of benefits and sacrifices are related to value perception. Presents conditions for successes of each...

A brand exists through the values it reflects. These can be outlined in a brand character statement (BCS) to provide guidance to the brand’s speech. This article discusses the application of a tool from psychiatry for the development of a BCS. In addition, we present steps for implementing and...

Compares consumer preferences for goods made abroad and in the home country by both foreign and home‐country firms. These preferences and the intervening role of price‐quality attributes are assessed in an empirical study using conjoint analysis and a MANOVA procedure. Results suggest that...

Reviews and critiques literal views of product comprehension which rely on recall of key product claims to measure “correct” comprehension. Presents a constructive view of comprehension where product comprehension is seen as the process of forming personal interpretations of a product′s...

Considers the differences between consumer perceptions of onmonetary promotions such as free extra product and monetary promotions such as discounts and rebates. Reports on an experiment which found that monetary promotions did not have to be as large as onmonetary promotions to be noticed by...

Purpose – Marketing managers routinely use purchase intentions data to make strategic decisions concerning both new and existing products and the marketing programs that support them. Yet, the indication from empirical investigations regarding the link between respondents' stated intentions...