This study used choice modelling to estimate the effect of odd pricing on the demand for three products: a $4 can of fly spray, a $7 block of cheese, and a $50 electric kettle, with each product represented by three different brands. For cheese and fly spray a significant odd‐price effect was...

Over the last 30 years a range of empirical generalisations has been developed about the performance of competitive brands in frequently purchased product categories. These generalisations have been based mainly on European and US data, and this paper addresses the question of whether they also...

The equilibrium structure of packaged goods markets in Japan resembles that in Western economies: brands compete against each other in largely unsegmented markets, with the extent of consumers’ brand‐switching and divided loyalties between brands largely predictable from the differing...

A replication of Boush’s exploratory study provides further evidence about how advertising slogans prime evaluations of brand extensions. Two hypotheses are investigated. First, that a brand extension will be rated as more similar to existing family‐branded products if the advertising slogan...

This paper reports a replication of Broniarczyk and Alba’s study of the influence of brand‐specific associations on brand extensions. The results broadly support the original study showing brand‐specific associations ( i.e. attributes which differentiate a brand from the competition)can...

The promotional planning process is seen as being responsible for many of the problems associated with the increase in sales promotions. Planning, implementation and evaluation processes are influenced by the potentially conflicting goals of senior management and brand/product managers, a...

Review of books recently published on the topics of the brand concept and consumer behaviour. The review directly refers to the value of the books for marketing students. Highlights three US texts that have been specifically adapted to the Australian market. Asserts that the most extensively...

Describes the results of a survey of 281 adult women in the state of Florida. We used the 15 adjective pairs of the Malhotra self‐concept scale to measure their self‐image. A valid and reliable self‐report scale measured their fashion innovativeness, thus identifying those consumers most...

At an early stage in the new product development process, marketers often evaluate several concept statements in terms of customer preferences to choose the best concept for further development. Purchase intention scale is often used to measure consumer preferences at this stage when the product...

The marketer’s principal objective is typically to build a relationship with buyers, rather than merely to make a single sale. Ideally, the essence of that relationship consists of a strong bond between the buyer and the brand. Outlines six strategies for building that relationship: linking...