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An insight into pay-what-you-want pricing

Roy, Rajat - In: Marketing Intelligence & Planning 33 (2015) 5, pp. 733-748

(WTP), when external pricing cues are available. This positive IRP-WTP relationship is further moderated by involvement and … price consciousness. The purpose of this paper is to test how the IRP-WTP relationship will be moderated by involvement and … – In the normal everyday pricing context, involvement strengthens the IRP-WTP relationship, while price consciousness …

Persistent link: https://www.econbiz.de/10014947253

Message involvement and attitude towards green advertisements

Fernando, Angeline Gautami; Sivakumaran, Bharadhwaj; … - In: Marketing Intelligence & Planning 34 (2016) 6, pp. 863-882

persuasion. It has also largely overlooked the role of situational involvement. The purpose of this paper is to aim to show that … message involvement influences attitude towards green advertisements. Design/methodology/approach To test the proposed model … involvement can produce favourable attitudes towards green advertisements. Findings Using PLS, it was found that fear and response …

Persistent link: https://www.econbiz.de/10014947486

Low involvement brands: is the brand manager to blame?

McWilliam, Gil - In: Marketing Intelligence & Planning 15 (1997) 2, pp. 60-70

involvement, that is, consumers do not consider them important in decision‐making terms, and in consequence appear unthinking and … of high and low level involvement decision making for brands. Presents research which shows that the level of involvement … alter these involvement perceptions, unless they are able to create new categories or sub‐categories for their brands …

Persistent link: https://www.econbiz.de/10014946567

Gen Y-ers’ brand loyalty drivers in emerging devices

Giovanis, Apostolos; Athanasopoulou, Pinelopi - In: Marketing Intelligence & Planning 35 (2017) 6, pp. 805-821

Purpose In emerging devices (smartphones, tablets, and notebooks) markets, increasing brand loyalty is critical for suppliers. Generation Y (Gen Y) is the first global target group and the best customer segment for emerging devices. The purpose of this paper is to propose a conceptual framework...

Persistent link: https://www.econbiz.de/10014947095

Responsible brands vs active brands? An examination of brand personality on brand awareness, brand trust, and brand loyalty

Molinillo, Sebastian; Japutra, Arnold; Nguyen, Bang; … - In: Marketing Intelligence & Planning 35 (2017) 2, pp. 166-179

Purpose There is a rise in interest on the topic of consumer-brand relationships (CBRs) among practitioners and academics. Consumers are said to build relationships with brands that have a personality congruent with their own. The purpose of this paper is to investigate two types of brand...

Persistent link: https://www.econbiz.de/10014947147

Determining the causal relationships that affect consumer-based brand equity

Torres, Pedro Marcelo; Augusto, Mário Gomes; Lisboa, … - In: Marketing Intelligence & Planning 33 (2015) 6, pp. 944-956

Purpose – The purpose of this paper is to analyse the causal relationships among the dimensions that explain consumer-based brand equity, and to determine the importance of each dimension in the assessment of overall brand equity. Design/methodology/approach – A research instrument proposed...

Persistent link: https://www.econbiz.de/10014947484

Determinants of the brand equity

Atilgan, Eda; Aksoy, Şafak; Akinci, Serkan - In: Marketing Intelligence & Planning 23 (2005) 3, pp. 237-248

Purpose – This research study aims to examine the practicality and application of a customer‐based brand equity model, based on Aaker's well‐known conceptual framework of brand equity. Design/methodology/approach – The study employed structural equation modelling to investigate the...

Persistent link: https://www.econbiz.de/10014945963

The four Cs of customer loyalty

Rowley, Jennifer - In: Marketing Intelligence & Planning 23 (2005) 6, pp. 574-581

Purpose – To propose a categorisation of customer loyalty types to further increase our understanding of the nature of loyalty. Design/methodology/approach – By segmenting customers who are both loyal in attitude and behaviour to a brand, a model is proposed that differentiates between...

Persistent link: https://www.econbiz.de/10014945986

An application of the ECSI model as a predictor of satisfaction and loyalty for backpacker hostels

Chitty, Bill; Ward, Steven; Chua, Christina - In: Marketing Intelligence & Planning 25 (2007) 6, pp. 563-580

Purpose – To determine which factors account for customer satisfaction with a service and their loyalty to a given service provider, in the particular, context of “backpacking” in Australia, a significant element of the country's hospitality and tourism economy. Design/methodology/approach...

Persistent link: https://www.econbiz.de/10014946079

Brand loyalty in emerging markets

Nguyen, Tho D.; Barrett, Nigel J.; Miller, Kenneth E. - In: Marketing Intelligence & Planning 29 (2011) 3, pp. 222-232

Purpose – This paper seeks to compare some key antecedents of brand loyalty between two emerging markets: Thailand and Vietnam. Design/methodology/approach – Using a sample of 603 female consumers of international shampoo brands, including 304 consumers in Bangkok, Thailand and 299 users in...

Persistent link: https://www.econbiz.de/10014946257