Purpose – This paper aims to explore ethical purchasing behaviours and attitudes, relating to the Royal Society for Prevention of Cruelty to Animals (RSPCA) and their brand‐extension “Freedom Food”. Design/methodology/approach – A mixed methodology was adopted. This involved both...

Purpose – This research paper aims to examine the relationships among the factors associated with changing shopping environment, consumer knowledge and reference price. Design/methodology/ approach – A self administered online survey was used to collect data (final sample size was 265)....

Purpose – To examine an atypical member of the brand family, “difficult” brands, defined as brands that have intermittent availability, and have inherent performance risks, that, contrary to traditional marketing teachings, may have a positive influence on consumer evaluation and brand...

Purpose – This paper aims to adopt a consumer behaviour perspective and investigate the extent to which BMW has repositioned the new “Mini”. It builds on a previous paper that explored perceptions of the “Mini” brand. Design/methodology/approach – The study adopted a two‐stage...

Purpose – The purpose of this paper is to explore how the strength of brand associations, different brand breadths, and the similarity between a parent brand's product categories and its extension product categories influence consumers' attitudes toward brand extensions....

Purpose – This research attempts to investigate the differences of consumer perceptions on product quality, price, brand leadership and brand personality among national brands, international private labels and local private labels. It aims to use product categories as the moderator of the...

Purpose – This paper aims to investigate the effectiveness of message framing and source credibility on attitudes, intentions and beliefs about attributes of teeth whitening products. Although each of these variables, message framing and credibility, has been explored individually, few...

Purpose – The main purpose of this paper is to examine consumer perceptions of “scratch and save” (SAS) promotions, which are popular store‐level promotional tools. This paper particularly focuses on investigating the moderating effects of consumers' price consciousness and savings...

Purpose – The paper seeks to propose and test a theory of the psychological impact of price bundling that is derived from bundling's economic impact. It is called the inferred bundle saving hypothesis. In the absence of explicit information about bundle savings, consumers infer a bundle saving...

Purpose – This paper aims to suggest that individuals are either consciously or non‐consciously aware of the left‐right (forward/backward) orientation of numeric digits. The purpose of the studies is to demonstrate that the “directionality” (left‐ or right‐facing nature) of...