Purpose – Rewards from sales promotions may be either immediate (e.g. instant savings, coupons, instant rebates) or delayed (e.g. rebates, refunds). The latter type is of interest in this study. The purpose of this paper is to present the hyperbolic discounting framework as an explanation for...

Purpose – The purpose of this paper is to examine the impact of global consumer culture positioning (GCCP) in comparison to local consumer culture positioning (LCCP) strategies on consumer evaluations of a new unknown brand. Design/methodology/approach – Using an experimental method in the...

Purpose – The objective of this paper is to better understand the factors that influence consumers' responses toward gift promotions. Specifically, the aim is to analyse four variables: the nature of the promoted product, the fit between the product and the gift, the type of brand used in the...

Purpose – This paper aims to argue that the polarization index ( φ ) represents a valid loyalty measure for evaluating changes over time. Design/methodology/approach – The brand performance measures (BPM) are a valid and useful tool for marketing managers in measuring the loyalty consumers...

Purpose – This paper aims to explore the role of observable product characteristics and label wording in consumers' valuations for credence goods, products for which key characteristics may not be fully evaluated even after purchase. The objective is to draw conclusions with relevance to...

Purpose – This paper aims to examine whether companies in business‐to‐business (B2B) markets can leverage their brands extended into business‐to‐consumer (B2C) markets and how consumers evaluate these extensions. Design/methodology/approach – A model is developed by combining Aaker...

Purpose – This research aims to explain consumer attraction to brands when stimulation needs are paramount using the perspective of the Self‐Expansion Model. In doing so, it seeks to identiy brand romance – a more proximal construct to brand loyalty and aims to offer a complementary...

Purpose – This paper seeks to empirically identify factors influencing Chinese consumers' intention to purchase customized desk top (PC for short) and their effect levels. Design/methodology/approach – Survey and structural equation modeling techniques were used. Findings – This research...

Purpose – This paper aims to outline a decision process for how consumers choose among two‐part tariffs which consist of a flat fee plus a per unit charge for usage over an allowance. The paper also seeks to examine what types of decision aids help consumers choose lower cost tariffs....