Purpose – This paper sets out to explore the degree to which consumer price segments can be generalized across product categories. Design/methodology/approach – A comprehensive segmentation framework of price‐related activating and cognitive inner processes and preferences is proposed to...

Purpose – The purpose of this paper is to develop a comprehensive model that combines brand knowledge and brand relationship perspectives on brands and shows how knowledge and relationships affect current and future purchases. Design/methodology/approach – The paper uses structural equation...

Purpose – The purpose of this article is to define and explore the strategic value of customer advocacy through the lens of the brand management literature. Design/methodology/approach – The paper reviews recent analysis of the value and vulnerabilities of brands and branding in order to...

Purpose – The aim of the research reported is to investigate consumers'reactions to advertisements containing misleading information on price. The underlying thesis is that such advertising generates negative consumer reactions in terms of attitude and intention and that these are heightened...

Purpose – The paper seeks to identify the sources of confusion in the Chinese personal computer market and the confusion reduction strategies used. Design/methodology/approach – A self‐completion questionnaire with a sample of 140 respondents was used. Findings – Technological complexity...

Purpose – The purpose of the study is to examine the effect of consumer price attitudes, which operate as marketplace cues, on retail format choice across a variety of store types in the USA. Design/methodology/approach – A cross‐section of US consumers ( n =365) constitutes the sample for...

Purpose – Using the framework of search attributes, experience attributes, credence attributes and conjoint analysis methodology, the purpose of this paper is to estimate the utilities of various attributes that may be used in positioning teeth‐whitening products. In addition, this research...

Purpose – The main aim of the present study is to empirically test a model of antecedents and consequences of corporate brand image (CBI) in two book retailers, one selling exclusively online, and the other selling exclusively offline in a British context. Design/methodology/approach – The...

Purpose – The purpose of this paper is to introduce a new approach for the identification of price thresholds, which enables learning true thresholds from previous buying decisions recorded in POS scanner data. Design/methodology/approach – The methodology presented herein combines spline...

Purpose – This paper aims to improve understanding of the effects of price endings on consumers' choice behavior. The research study described here was driven by three central questions. First, do consumers process a price holistically or process each digit as a stimulus? Second, do consumers...