Although findings have been somewhat inconsistent, there is evidence from both experimental studies and field research that prices set just below the nearest round figure produce higher than expected demand at that level. Among the different explanations that have been proposed for these effects...

This article provides a theoretical framework for understanding the communicative effects of product imagery on attention to the brand, specifically, the attentional effects of incorporating a picture or illustration of the product on the packaging of the product. Empirical results from a...

The purposes of this study are to identify the types of brand association and examine the relationship between association characteristics and brand equity. Based on a literature review, two types of brand association are identified. One is product association including functional attribute...

Store brands are appearing in an ever‐increasing number of categories and their acceptance by consumers is unquestionable. The purpose of this paper is to model the decision process involved in a purchase which the consumer goes through when choosing store brands over national brands. The...

In seeking to expand our understanding of brands and their impact on consumer behaviour, assesses the relationship between brand associations, which contribute to consumption behaviour. A self‐administered questionnaire was developed and administered to a non‐probabilistic convenience sample...

Tests ten hypotheses describing characteristics that distinguish consumers who have purchased apparel online from those who have not. A sample of 263 men and 303 women students completed a survey that measured their online and offline buying behavior, attitudes and predispositions. The results...

A study is reported, which investigated Singapore consumers’ price thresholds and saturation points for price discounts. The study shows that consumers discount the offered price discount, i.e. they lower the dollar gain value. This discounting of discounts increases significantly with the...

This paper presents a conceptualization of brand extension attributes that emerge when consumers evaluate brand extensions. These emergent attributes are unique in the extension product category and thus represent potential points of leverage for the brand. An empirical study was conducted to...

This research examines the impact of intended recipient on brand choice when purchasing a gift. Keller’s conceptualisation of consumer‐based brand equity, incorporating symbolic, experiential, and functional benefits, is used as a branding framework in combination with Belk’s...

Although findings have been inconsistent, there is some evidence from both experimental studies and field research that prices set just below the nearest round figure produce higher than expected demand at that level. Other research has demonstrated that the organization of verbal and/or...