Increasingly, product managers and promotional strategists weigh the impacts of homogeneous products and uniform promotion coupled with the unique character of specific market segments. This is especially crucial in an era when many products are advertised in identical ways and consumed in...

Purpose – The purpose of this paper is to clarify the three‐way interaction among product‐country image, product‐origin congruency and product involvement on consumers' product‐related evaluations and purchase intentions. Design/methodology/approach – Data were gathered from 388...

Marketing practitioners know that a product’s color may play an important role in a consumer’s purchase decision, but may not be familiar with the empirical research that has been conducted in this area. The purpose of this paper is to apply an associative learning framework to the color...

The rapid proliferation of drugs being switched from prescription (Rx) to over‐the‐counter (OTC) status within the USA has raised a number of important consumer behavior and public policy concerns. The following issue served as the focus of our research. Given the increasing assortment and...

Purpose – This paper sets out to explore the degree to which consumer price segments can be generalized across product categories. Design/methodology/approach – A comprehensive segmentation framework of price‐related activating and cognitive inner processes and preferences is proposed to...

Purpose – Using the framework of search attributes, experience attributes, credence attributes and conjoint analysis methodology, the purpose of this paper is to estimate the utilities of various attributes that may be used in positioning teeth‐whitening products. In addition, this research...

Purpose – This research aims to integrate two theories of reference price formation and to test the resulting exemplar‐prototype hybrid (EPH) model's predictions. Study 1 tests the predictions of the EPH model regarding price attractiveness ratings. Study 2 helps to document the process by...

Purpose – The aim of this study is to better understand how consumers understand and judge multi‐attribute products that are perceived as either more or less complete in terms of feature coverage in a category. Complete products are used to reduce the need of developing and managing...

Purpose – The aim of this paper is to seek to understand better how consumers judge multiattribute products that are perceived as either more or less complete in terms of feature coverage in a category. Complete products are used to reduce the need of developing and managing expansive and...

Can a brand′s reputation be transferred successfully to other products? What is the importance of a firm′s reputation to the success or failure of its brands? What is the effect on the firm′s brands when a firm′s reputation, through either acquisition or restructuring, decays. How...