Sales promotions are often conceived as having tactical, rather than strategic, potential. This is accounted for by the sheer diversity of promotions, together with the hectic nature of marketing management. Proposes that promotions can provide strategic direction in guiding, targeting and...

Aims to highlight the use of Perceived Risk Theory in understanding and influencing consumers′ behaviour. Recent evidence from numerous food scares and product recalls have demonstrated the power of perceived risk on consumption patterns. Argues that perceived risk is so important to...

This paper is a contribution to the literature on the branding of cultural institutions. In particular it focuses on visitor motivation in the field of museums and galleries. Measurement of visitor motivations and associated brand strength of cultural institutions is a relatively new concern for...

Purpose – This paper seeks to evaluate the impact of the country‐of‐origin (COO) effects on the consumption patterns of “made in” Nigeria Guinness as opposed to Guinness “owned by” Ireland. It aims to trace the trend of Nigerian Guinness in the international market – taking...

Purpose – The aim of this paper is to develop a two‐stage decision model of vertical integration by breaking down integration decisions into two stages: extent of integration and direction of integration. Design/methodology/approach – The study uses price premium as a proxy for...

Purpose – This study aims to understand Indian consumers' purchase behaviors of foreign brand goods as a way to help US companies to explore India's market potential. To this end, the study seeks to propose an integrated behavioral intention model incorporating the two modified Fishbein models...

Purpose – Faced with the aggressive and invasive behavior of a competitor, it is necessary for a firm to adopt strategies to protect its market share. This study aims to examine brand counter‐extension strategy as a means of fighting back against strong competitors....