Explains how little attention has traditionally been given to the stage of Problem Recognition, one of the five stages of the decision process evaluated by John Dewey, finding this lack of information even more ironic when it is remembered that a purchase will not occur unless a problem has been...

Describes a study of consumer behaviour carried out in a chocolate store involving free samples of chocolate, which found that sampling significantly increased the immediate sales of chocolates but that this effect was restricted to small amounts and to those varieties of chocolate other than...

Common methods for pricing research ask respondents to evaluate multiple pricing scenarios. Likely respondents can allow some carry‐over to occur from one scenario to the next. In a study wherein such carry‐over conflicts with the objectives of the research a different experimental design...

Purpose – The authors' research was carried out with the aim of analyzing perception of luxury and luxury brands among an international sample of young people. Design/methodology/approach – This article was based on an empirical study among 233 respondents. First, a qualitative analysis of...

Purpose This study aims to extend by way of replication an earlier study, “Blind man’s bluff: The ethics of quantity surcharges” (Gupta and Rominger, 1996) by testing several hypotheses regarding changes in the surcharging phenomenon that may have occurred over time....

Purpose – This study aims to investigate the influence of two critical brand extension design components – brand design consistency and category design consistency – on the formation of consumers ' product attitudes and purchase intentions. It also aims to examine the underlying mechanism...

Purpose The purpose of the study is to develop and empirically test a model of how consumers process logo changes used in rebranding. Design/methodology/approach Individual in-depth interviews with 12 informants allowed researchers to better understand how consumers respond to logo changes....

Purpose – Researchers agree that the choice of brand name for a product can alter the consumers ' judgment about the product and their purchase decision-making process. With competition getting fiercer and product quality becoming more homogenous, a “better” brand name can be decisive in...

Purpose The paper aims to examine brand marketing efforts and consumer loyalty among mobile phone users. By recognizing different levels of loyalty, the study assesses the degree of importance of the brand marketing programs on high and low loyalty consumer segments within an emerging market...