Retailers act as intermediaries between manufacturers and consumers. When retailers sell their own products alongside those of manufacturers, what is the effect on competition? Further, how does this effect hinge on market power? In this paper, I theoretically and empirically study the effect of...

We propose that consumers often make choices that diverge from those of others to ensure that they effectively communicate desired identities. Consistent with this identity-signaling perspective, four studies illustrate that consumers are more likely to diverge from majorities, or members of...

Four studies examine the influence of attaching a seemingly insignificant Post-it note to a survey packet on the likelihood of completing the survey. Participants who received a packet with an affixed Post-it note request had significantly higher return rates than participants who received the...

This paper jointly examines how consumers' perceptions drive their usage of store brands and deals for national brands. We find that both behaviors are influenced by economic as well as hedonic factors. Among hedonic factors, peer approval plays an important role in determining both behaviors....

Objective – The research focuses on applying semantic meaning theory and semantic differential scale to marketing communication, particularly co-branding products strategy, as an external stimulus to the consumers. The research aims to evaluate a hypothesis that co-brands have different...