The marketing manager has little or no guidance in formulating competitive strategies. This article presents a marketing strategy planning tool based on customers' perceptions of the positions of competing brands across various product attributes. The method, called “Simultaneous...

The critical incident technique (CIT) wherein informants describe their experiences and feelings attendant to a specific occasion is an attractive qualitative technique because it is easy to administer in a group setting, computer textual analysis is readily available, and it provides insight...

Why do some of us have the fourteenth black shoe? Fifty pens? Thirty fishing rods? While some motivations relate to compulsive, impulsive or excessive buying, others relate to collecting, hoarding, fixated buying and stockpiling. However, there is a set of consumers who purchase recurrently,...

There are many objectives for corporate philanthropic activity beyond altruism. Financial gain, increased image, and thwarting negative publicity have been suggested as potential objectives for corporate giving. This dissertation develops a 2X2 classification schema as a framework for empirical...

Past research on consumer perceptions related to Low Price Guarantees (LPG) have primarily investigated effects of LPG on consumer search intentions, their perception of offer value and their purchase intentions. The present research had two major objectives: (i) to study the probable effect of...