Purpose – This paper aims to describe a pricing process that can aid companies in modifying their product strategy. Design/methodology/approach – The case describes an approach that uses grass roots data from franchisees to change pricing strategy effectively. Findings – The paper...

Purpose – The purpose of this study is to investigate the effects of fit, familiarity, perceived quality and attitude towards the brand on product brand image after an extension and also to examine whether the product image of a brand is diluted as a result of brand extension....

Purpose – The global cosmetics industry is an attractive business opportunity. This paper aims to study country of origin effects among Lebanese consumers' purchase of shampoo. Design/methodology/approach – The research tests four hypotheses in respect of country of origins' impact on...

Purpose – The purpose of this research paper is to investigate the role of price and price expectations in service quality evaluations based on a study of the US hotel sector. Design/methodology/approach – The paper is based on an experimental study to test service quality and price...

Purpose – The purpose of this paper is to examine how consumers respond differently to “scratch and save (SAS)” promotions versus “tensile price claims (TPC).” SAS promotions provide a possible discount (determined probabilistically) but conceal the exact amount until purchase. Tensile...

Purpose – Rewards from sales promotions may be either immediate (e.g. instant savings, coupons, instant rebates) or delayed (e.g. rebates, refunds). The latter type is of interest in this study. The purpose of this paper is to present the hyperbolic discounting framework as an explanation for...

Purpose – The purpose of this paper is to examine the impact of global consumer culture positioning (GCCP) in comparison to local consumer culture positioning (LCCP) strategies on consumer evaluations of a new unknown brand. Design/methodology/approach – Using an experimental method in the...

Purpose – The objective of this paper is to better understand the factors that influence consumers' responses toward gift promotions. Specifically, the aim is to analyse four variables: the nature of the promoted product, the fit between the product and the gift, the type of brand used in the...