Retailers compete against national manufacturers by launching store brands. National manufactures regularly use brand promotions to fight store brands back. The purpose of this article is to find out whether attitudes toward national brand promotions and store brands have similar or different...

El propósito de este estudio es analizar la viabilidad de la publicidad oposicional en Chile. Los datos fueron recolectados a través de experimentación controlada, a través del uso de un anuncio impreso para un nuevo automóvil en donde se manipularon los elementos visuales y verbales...

Understanding variations in shopper price knowledge is important to academics identifying their sources, and to retail managers whose pricing strategies may depend on the extent of shopper price knowledge (or lack of) within the items they manage, since price knowledge is an important driver of...

Previous studies show how strategies based on the customer lifetime value (CLV) can lead to an increase of profitability for a firm. In this context, marketing serves the purpose of maximizing CLV and customer equity (the CLV of current and future customers). For most types of service firms,...

Purpose The purpose of this paper is to propose a new salesperson valuation model. This paper presents a calculation method for estimating both the individual lifetime value of a salesperson and the sales force equity. Design/methodology/approach This is a conceptual paper supported by a case...

Purpose – The purpose of this study is to test the viability of comparative advertising in Chile. Design/methodology/approach – Data were collected via controlled experimentation. The study employed a 3 (comparative advertising intensity: noncomparative, indirect comparative, and direct...

Purpose The purpose of this paper is to examine two popular price promotion strategies – price matching guarantees (PMGs) and everyday low prices (EDLP) – and their effects on Chilean consumer behavior in terms of consumer perceptions of low prices, search behavior and purchase intention....

Purpose The purpose of this paper is to examine the impact of business group characteristics on firm‐operating performance in Chile. Design/methodology/approach Using a multiple regression model, this study examines the effect of business group characteristics (interlocking of directors,...