In an empirical examination of the link between product involvement and brand loyalty, a convenience sample of 253 students were asked to complete a questionnaire relating to two products which had been found in preliminary qualitative research to be associated with contrasted levels of...

Brand equity continues to be one of the critical areas for marketing management. This study explores some of the consequences attributes may have on brand equity such as the bias on consumer preference. For comparative purposes, a longitudinal study is conducted on the high involvement soft...

Despite the existence of some research into habitual behavior, there is a noticeable lack of investigation into its determinants. Since the only influential factor generally discussed is brand awareness, our study includes other factors in order to provide a complete understanding of the...

The concept of reference price is a well‐established phenomenon in the marketing and consumer behavior literature. Given this, we investigate what happens when consumers, given a particular reference price, encounter unexpected prices. It is proposed that the theory of dissonance reduction...

Men have not traditionally been considered a viable target market for most household purchases and, thus, for coupon distribution. However, with significant social changes over the last several decades, men may offer an opportunity for sales growth in many product categories. This study surveyed...

This paper examines consumer price knowledge by comparing the actual market prices and consumer price estimates in the Finnish grocery market. Although the individual price estimates of consumers were found to differ significantly from the actual market prices, the medians of consumer price...

The purpose of this paper is to investigate the relationship between the sales volume of a firm and its brand image. Consumers’ self‐perception and perception of brand image, with respect to congruency models, have a strong influence on their behavior in the marketplace. Therefore it is...

Research evidence has demonstrated that consumers often may rely on non‐conscious, automatic processing of price information when choosing among brands. One way in which numerical stimuli (and hence prices) may be non‐consciously and automatically represented in memory is in terms of...

Today’s consumers are becoming increasingly exposed to foreign markets through travel or via the Internet. They are facing new challenges in these less familiar shopping environments. One such challenge is the comparison of prices in a foreign currency. This issue is addressed by examining how...

A significant amount of research in pricing has focused on price as a unidimensional construct – one consisting of a single number (e.g. $1.99). However, the evolving marketing environment, combined with notable growth in services and goods categories that require the communication of complex...