Retailers compete against national manufacturers by launching store brands. National manufactures regularly use brand promotions to fight store brands back. The purpose of this article is to find out whether attitudes toward national brand promotions and store brands have similar or different...

Understanding variations in shopper price knowledge is important to academics identifying their sources, and to retail managers whose pricing strategies may depend on the extent of shopper price knowledge (or lack of) within the items they manage, since price knowledge is an important driver of...

Understanding the long-term price matching effects on CLV is important in evaluating the effectiveness of these policies in stimulating customer retention. In industries with low brand differentiation and low customer involvement (e.g., private pension system), it can be seen that choosing a...

This study expands upon research on exemplification persuasiveness by examining advertising messages. Using the issue of organ donation, Study 1 compares the effect of exemplar versus base-rate information on credibility, emotionality (arousal, pleasure, and dominance), and the intention to...

Previous studies show how strategies based on the customer lifetime value (CLV) can lead to an increase of profitability for a firm. In this context, marketing serves the purpose of maximizing CLV and customer equity (the CLV of current and future customers). For most types of service firms,...

La gestión del riesgo ha asumido una enorme importancia en las instituciones financieras. Los bancos divulgan su exposición a los riesgos del mercado a través del Valor en Riesgo (Value at risk, VaR). Este trabajo evalúa la divulgación de esta medida de gestión del riesgo en el sector...

El propósito de este estudio es analizar la viabilidad de la publicidad oposicional en Chile. Los datos fueron recolectados a través de experimentación controlada, a través del uso de un anuncio impreso para un nuevo automóvil en donde se manipularon los elementos visuales y verbales...

In general, the international empirical evidence has document that the IPO firms experiences a poor financial and operating performance. Despite international evidence, Chilean IPO firms have not shown a poor financial performance (e.g., Aggarwal et al, 1993; Celis and Maturana, 1998). With regard...

Innovation in Latin America is a challenge for achieving development. Several Latin American countries and businesses are attempting to increase innov ation and entrepreneurship but they face substantial challenges and difficulties. Institutional, governmental and business policies and practices...

Most brand extension studies follow the assumption that brand extensions use the full original parent brand name (e.g., Oral-B tooth brush may extend to Oral-B dental floss). However, some companies use derived brand names in their brand extension strategies (e.g. Nestea Iced Tea). This study...