Purpose – The main purpose of this paper is to analyse the moderating effect of consumer altruistic values upon two drivers of brand credibility in cause‐related marketing (CrM): cause‐brand fit and consumer attribution of altruistic brand motivations. Design/methodology/approach – This...

Purpose – In this paper the authors seek to develop a measure that can identify those customers who might best be described as rebate prone, and to link rebate proneness to behavioral usage of rebate offers, intentions to use rebate offers in the future, attitudes towards using rebates as a...

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...