We study the value of inventory integration (or pooling) for a firm selling a seasonal good over two periods: in the first period the firm charges a high price, and in the second period the firm charges a low price to clear remaining inventory. Consumers are rational and decide when to visit the...

Most brand extension literature usually focus on consumers' evaluations of brand extensions from the perspective of the parent brand or the extensions product characteristics, or the interaction of the parent brand and the extensions. However, little brand extension research, as well as even...

According to Kotler (2014), a brand is defined as “a name, sign, term, design, symbol or combination of them which is intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competitors”. Brakus et al., (2009) further discuss that...

This research paper examines the impact of packaging elements on consumer buying behavior. The motivation for carrying out this study is to know how packaging elements impact on consumers buying behavior. In order to know the impact of visual elements packaging on consumers the study was carried...

This research paper examines the impact of packaging elements on consumer buying behavior. The motivation for carrying out this study is to know how packaging elements impact on consumers buying behaviour. In order to know the impact of packaging on consumers the study was carried out to find...

Theoretical basis: The case explores the evolution of eCommerce into qCommerce (q for quick) in the context of post pandemic online grocery sector in India. The case enables students to revisit Hollander and McNair’s hypothesis on the wheel of retailing in the era of machine learning,...

This research investigates how green marketing mix, green brand knowledge, and attitude towards green products affect Generation Y consumers' purchase intention of green products in Bangkok, Thailand. The objectives of this research consisting of each variable are 1) to determine the influence...

This research has been conducted in order to identify the relationship between impulse buying, hedonic consumption and fashion involvement. For this, primary research has been conducted and data has been collected from 212 students belong to private universities of Karachi. Mediation analysis...

Changes in consumer purchasing behaviours are one of the considered important factors in recent days. Especially, globalized companies consider these changes. Because, such kind of companies have to know the specifications of each country and influencing factors they do work. Every human being...

The customization of a service often depends on the “performance” delivered by front-stage service employees. Drawing on the theory of dramaturgy and service marketing, we present a typology identifying four distinct and viable configurations for achieving different types of service...