Purpose – The paper seeks to show that marketing and psychology literature can shed light on why investors exhibit preferences for certain price ends. The perspective adopted is that the stock market is a marketplace in which investors, as consumers, buy and sell (i.e. exchange) financial...

Purpose – The purpose of the article is to explore young people's perceptions of the desirability of brands and brand ownership in Hong Kong using drawings and open‐ended questions. Design/methodology/approach – A total of 48 Chinese children aged 13 to 19 were asked to draw what comes to...

Purpose – The first objective of the paper is to determine whether the national currency changeover in Turkey has altered the level of consumer price knowledge. The second objective is to investigate the level of consumer price knowledge in an emerging economy, quite apart from the currency...

Purpose – Marketing today requires gaining deeper understanding – beyond traditional insight‐gathering techniques –of the “whys,” “whens” and “hows” of human behavior. This article aims to explore how deep you must go, while revealing market‐savvy ways to make your product...

Purpose – The paper aims to propose a model to investigate the relationships between price, use, quality, and culture regarding the adoption of high‐technology branding strategy. Design/methodology/approach – Based on the identified areas of influence – price, use, quality and culture...

Purpose – The purpose of this study is two‐fold. First, to explore differences in consumers' deal perceptions for coupons framed as potential gains to be obtained versus equivalent losses to be avoided. Second, it seeks to demonstrate the underlying process of the effects of coupon framing...

Purpose – This paper aims to explore ethical purchasing behaviours and attitudes, relating to the Royal Society for Prevention of Cruelty to Animals (RSPCA) and their brand‐extension “Freedom Food”. Design/methodology/approach – A mixed methodology was adopted. This involved both...

Purpose – This research paper aims to examine the relationships among the factors associated with changing shopping environment, consumer knowledge and reference price. Design/methodology/ approach – A self administered online survey was used to collect data (final sample size was 265)....

Purpose – To examine an atypical member of the brand family, “difficult” brands, defined as brands that have intermittent availability, and have inherent performance risks, that, contrary to traditional marketing teachings, may have a positive influence on consumer evaluation and brand...

Purpose – This paper aims to adopt a consumer behaviour perspective and investigate the extent to which BMW has repositioned the new “Mini”. It builds on a previous paper that explored perceptions of the “Mini” brand. Design/methodology/approach – The study adopted a two‐stage...