The effect of materialism on consumers’ tendency to use the brand name (TBN) as the main criterion in purchasing decisions is analysed along with how this can change depending on the main socio-demographic variables (sex and age). Data from Russian and Spanish consumers are analysed in final...

The literature on brands has focused on the importance and determinants of their use by consumers and the implications brands have for firms. However, many studies that analyze the tendency of consumers to use the brand name in their purchasing decisions (TBN) do not use any scales that have...

Purpose The purpose of this paper is to use demand behavior estimation to find the sources of price variability among resort hotels at different Spanish destinations. Design/methodology/approach This paper estimates online demand functions during high season for seven four-star resort hotels...