Purpose – This paper seeks to establish the importance of studying the effects of licensing brand alliances from a customer's standpoint, to investigate the effectiveness of licensing as a strategy by comparing it with a brand extension of a well‐known parent brand, and to provide a...

Purpose – This paper seeks to provide a practical methodology for a retailer's pricing decisions for a store brand in relation to the corresponding national brand's price. Design/methodology/approach – Demand functions for the national and store brands are derived by mixing two consumer...

Purpose – This study sets out to investigate the price premium brand‐loyal customers would be willing to pay over expectations in order to remain loyal. Design/methodology/approach – A total of 385 consumers were asked price expectations and brand preferences for ten different products....

Purpose – This paper attempts to examine the relationship between consumer innovativeness and consumers' acceptance of brand extensions. Design/methodology/approach – This is a conceptual paper that builds upon the extant literature of consumer innovativeness and brand extensions. A number...

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 purpose of this article is to examine Chinese generation Y consumers' fashion clothing involvement effects on specific brand related consumer responses including brand status, brand attitude and willingness to pay a premium for a specific brand. Design/methodology/approach – A...

Purpose – The purpose of this research is to examine how consumers form beliefs and evaluate derivatives (e.g. handheld computers) and branded derivatives (e.g. Palm handheld computers). The aim is to study how consumers combine two categories (e.g. “handheld products” and “computers”)...

Purpose – Almost everything consumers buy in a store has a package. At point of purchase, the first moment of truth, the package functions as a silent salesman. Once the purchase is made, the product is consumed in the second moment of truth. The purpose of this paper is to create a better...

Purpose – The purpose of this paper is to investigate the effectiveness of price bundling and message framing on attitudes, intentions, and beliefs about attributes of teeth whitening products. Although each of these variables, message framing and price bundling, has been explored...

Purpose – The purpose of this paper is to conceptualize several dimensions of product‐price knowledge and to develop measurement variables that qualify a person's product‐price knowledge. Assuming product‐price knowledge is a multidimensional construct, the relationship between its...