Purpose – The main purpose of this paper is to examine consumer perceptions of “scratch and save” (SAS) promotions, which are popular store‐level promotional tools. This paper particularly focuses on investigating the moderating effects of consumers' price consciousness and savings...

Purpose – The paper seeks to propose and test a theory of the psychological impact of price bundling that is derived from bundling's economic impact. It is called the inferred bundle saving hypothesis. In the absence of explicit information about bundle savings, consumers infer a bundle saving...

Purpose – This paper aims to suggest that individuals are either consciously or non‐consciously aware of the left‐right (forward/backward) orientation of numeric digits. The purpose of the studies is to demonstrate that the “directionality” (left‐ or right‐facing nature) of...

Purpose – This paper seeks to explore the relationship between global brands and the emotional connections between consumers and the brand. Design/methodology/approach – The paper integrates concepts including a range of recently published (1995‐2006) theoretical works in the branding,...

Purpose – This paper seeks to establish the importance of studying the effects of licensing brand alliances from a customer's standpoint, to investigate the effectiveness of licensing as a strategy by comparing it with a brand extension of a well‐known parent brand, and to provide a...

Purpose – This paper seeks to provide a practical methodology for a retailer's pricing decisions for a store brand in relation to the corresponding national brand's price. Design/methodology/approach – Demand functions for the national and store brands are derived by mixing two consumer...

Purpose – This study sets out to investigate the price premium brand‐loyal customers would be willing to pay over expectations in order to remain loyal. Design/methodology/approach – A total of 385 consumers were asked price expectations and brand preferences for ten different products....

Purpose – This paper attempts to examine the relationship between consumer innovativeness and consumers' acceptance of brand extensions. Design/methodology/approach – This is a conceptual paper that builds upon the extant literature of consumer innovativeness and brand extensions. A number...

Purpose – This research aims to integrate two theories of reference price formation and to test the resulting exemplar‐prototype hybrid (EPH) model's predictions. Study 1 tests the predictions of the EPH model regarding price attractiveness ratings. Study 2 helps to document the process by...

Purpose – The purpose of this article is to examine Chinese generation Y consumers' fashion clothing involvement effects on specific brand related consumer responses including brand status, brand attitude and willingness to pay a premium for a specific brand. Design/methodology/approach – A...