Many retailers communicate about their societal engagements to improve their image. Yet, overwhelmed by these more or less well-founded societal claims, consumers get troubles to identify truly responsible retailers, making societal communication probably less efficient. Based upon the...

Previous research on corporate social responsibility (CSR) generally acknowledges that consumers develop more favourable perceptions of responsible firms. Yet few empirical works have focused on the effects of the firm's societal communication and of its characteristics on brand equity. In this...

Previous research on corporate social responsibility generally acknowledges that consumers develop more favourable perceptions of responsible firms. Yet few empirical works have focused on the effects of the firm's societal communication and of its characteristics on brand equity. In this paper...

Promoting direct competing brands in the same page of a retailer store flyer has become a current managerial practice. This study questions the relevance of this practice by examining its negative effect on brand and promotion recall. It postulates the existence of an interference effect,...

Virtual bundling is a promotional offer in which obtaining free product or money discount is linked to the purchase of a certain number of products presented separately. As a promotional technique offering numerous advantages to retailers and manufacturers, virtual bundling is more and more used...

A multi-mechanism promotion includes in the same communication several promotional techniques. The relative efficiency of this kind of promotion on consumers' choices depends upon two antagonist effects. On the one hand, prospect theory predicts a positive direct influence of multiple mechanisms...

Virtual bundles are promotional offers in which obtaining free product or money discount is linked to the purchase of a certain number of products presented separately. As it offers numerous advantages to retailers and manufacturers, virtual bundling is more and more used in mass marketing....

The goal of this paper is to evaluate the efficiency of monetary multi-mechanism promotions. These promotions include in the same communication several techniques offered either by the retailer or by the producer. The conceptual framework relies on prospect theory, already used in marketing...

In experimental data analysis, marketing researchers are used to discretize the quantitative independent variables to test for their potential moderating effect. From concrete illustrations, this article highlights the limitations of such a practice and aims at presenting the steps of a more...

According to Roney (2003), when exposed to potential mates (young women), men show greater conformity to female mate preferences. This study conceptually replicates and extends this finding to show that women also respond to female physical attractiveness. When exposed to attractive women...