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 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...

Purpose – The purpose of this study is to test the viability of comparative advertising in Chile. Design/methodology/approach – Data were collected via controlled experimentation. The study employed a 3 (comparative advertising intensity: noncomparative, indirect comparative, and direct...

The purpose of our study is to extend previous work on brand personality (Aaker 1997). While following Aaker's recommended methodology, we did so in the context of an emerging market economy such as Chile, and using a combined emic-etic research approach. Then, we investigated the cross-cultural...