Purpose – This study evidences the influence that sales promotion has on brand choice behaviour. Establishments wish to influence consumers' buying behaviour, and thus they launch strong promotional campaigns or introduce changes in their price policies, among other actions. However, they are...

Purpose – To investigate empirically the impact of brand extensions on brand personality, using Aaker's scale to measure the latter. Design/methodology/approach – Experimental study manipulating extension fit (good/poor fit), controlling for brand familiarity and including a control group....

Purpose – Compared with the emphasis that service quality research has received in online marketing, much less work has been done on the role of price perception, service attribute‐level performance and satisfaction that unfolds over time, and their effects on customer retention. This paper...

Purpose – The aim of this paper is to investigate the characteristics of edutainment consumption and to analyze how new technologies influence it. It discusses a new theme, both with reference to the selected context (the phenomenon of edutainment itself and its consumption), and to the object...

Purpose – Gaining and sustaining a strategic competitive advantage in retailing requires knowledge of the attributes consumers value and use to discriminate between stores and why those attributes are important. Although many store image studies define discriminant attributes, few have...

Purpose – This paper aims to address whether the order of entry yields competitive advantage in the discount grocery industry. More specifically, the paper aims to investigate whether such advantages are based on the effects of entry on consumer perceptions rather than factors such as...

Purpose – The present study sets out to analyze the effects that a set of variables related to purchasing behaviour has on the difference in perceived risk between store brands and national brands. Design/methodology/approach – The methodology proposed to achieve the objective consists of...

Purpose – The main objective of this study is to analyse the influence that service brand extensions have on corporate image. Design/methodology/approach – After reviewing the previous literature, a model is proposed and tested that shows how extending a services brand affects the overall...

Purpose – Much of the literature on consumer empowerment focuses on consumers' efforts to regain control of their consumption processes from suppliers. The purpose is to argue that many suppliers achieve success by trying hard to empower consumers. The mechanism by which this takes place...

Purpose – To help shape a more cohesive research program in marketing and consumer research, this paper presents a systematic effort to integrate current research on consumer empowerment with highly influential theories of power. A conceptual overview of power consisting of three dominant...