Purpose – The purpose of this research is to examine the influence of direct comparative advertising on brand information processing and purchase intentions compared with that of indirect comparative advertising in non‐forced exposure conditions. Design/methodology/approach – The overall...

Purpose – The purpose of this paper is to propose a model for consumer demand for vertically differentiated products. The approach is resolutely dynamic. Consumers are especially placed in situations of repeated purchases. They may reflect their past purchases in their decision. The suppliers...

Purpose – The purpose of this paper is to study the impact of the level of perceived atypicality in a wine label's design on the consumer's aesthetic appreciation and purchase intent. Furthermore, it intends to highlight the moderating role of perceived risk in the relationship between these...

Purpose – The purpose of this paper is to show that consumers' expertise of a product influences the number of attributes considered as important, the importance given to the attributes as well as the size and the content of the consideration set (CS). Design/methodology/approach – A...

Purpose – Using Keller's brand equity framework, the purpose of this paper is to investigate the impact of the firm's environmental communication on brand equity, and specifically its impact on brand image, through the strength and favourability of brand environmental associations....

New information and communication technologies are constantly emerging, altering business methods, and particularly, the relationship an organization establishes with its customers. Therefore, it is essential to analyse the impact of these technologies on customer behaviour. The purpose of this...