This study presents a general methodology capable of addressing a number of fundamental questions in consumer policy. Are consumers paying more than the minimum price for a given bundle of attributes? If so, what brands cost more than the consumer needs to pay? What would be the degree of...

We propose a unifying framework for benefit and demographic segmentation based on the analysis of rank-order choice data collected in conjoint studies. The model identifies a number of unobserved segments, estimates the conjoint model within each segment, and at the same time estimates the...

Celebrity endorsement has become a prevalent form of advertising in the United States. Despite extensive litera­ture on the effects of celebrity endorsements on consumers' brand attitudes and purchase intentions, little is known about the economic value of these endorsements. Research on this...

Country of origin has been identified in the literature as an important cue that might be used by global marketers to influence consumers' valuation of the brand. Its effect on consumer perceptions, affect and behavioral intentions has been widely documented, based on consumer surveys and...