Purpose In promotional ads that contain both the Regular Price and Sale Price information, this paper aims to investigate whether changing the font sizes of these two prices has an effect on how consumers process the ad message. The authors use acquisition-transaction utility perspective to...

While there has been much debate in the reference pricing literature on the most appropriate conceptualization of internal reference price used by consumers in evaluating deals, the question of whether consumers may use different internal reference prices at different stages of the purchase...

Current research on brand alliances has focused primarily on alliances between two known, national brands. However, there is significant benefit to both parties in an alliance between a national brand and a private brand. Such alliances are gaining importance in the industry but have not been...