The marketing literature generally supports the view that price elasticity varies from product/brand to product/brand, influential work by Ehrenberg and England (1990) suggests that elasticities show little variation even when prices themselves are changing. The paper reports an investigation of...

Various researchers have reported that in routine grocery shopping the quantity consumers buy varies little across shopping occasions. Even in the presence of promotions, the largest part of promotional sales peaks has been attributed to brand switching. Recent investigations, however, indicated...

The relation between consumer-based brand equity and brand performance was investigated across 15 product categories in Brazil and the UK. Brand equity was conceptualized as related to the level of social benefit offered by each brand and was measured with a simple questionnaire that asked...