Previous researchers have established that brand names are important in determining perceptions of brand quality and attitude towards the product. In this research we investigate the role of brand name in shaping consumers’ evaluation of search, experience, and credence attributes. The...

Sales promotions are probably the least understood and least analyzed of all the promotional tools, yet they are among the most costly and most frequently used. Today’s top managers are relentlessly searching for new areas in which to cut costs and increase profits, so sales promotion are...