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Purpose – The purpose of this paper is to test and model the effect of parent brand salience, branding strategy and extension innovativeness positioning on the extent of transfer of associations from the parent brand to a brand extension. Design/methodology/approach – A field experiment based...
Purpose – Research examining corporate social responsibility (CSR) demonstrates a relatively consistent level of positive support by consumers. However, CSR is poorly defined and little is known about the mechanisms by which this response occurs. This paper seeks to understand how consumers...
Purpose – The purpose of this paper is to explore how loyalty marketers are inspiring and incentivizing consumers to stay healthy in the wake of sky‐rocketing health care costs and a new US health care bill. Design/methodology/approach – The paper's approach is to tap into well‐known...
Purpose – This paper aims to use a mixed method (qualitative and quantitative) approach to exploring the effectiveness of price bundling. Design/methodology/approach – The study is based on a concurrent, two‐studies design where quantitative and qualitative data are both collected...
Purpose – The use of aggressive media campaigns to parody a competitor is a relatively recent development. The aim of this study is to gauge the consequences of parody on attitudes towards the brand that is the victim of the parody. Design/methodology/approach – The data collection was...
Purpose – As cause‐related marketing (CRM) is usually subsumed under corporate social responsibility (CSR), in practice CSR and CRM can serve as different public relations tools. This study aims to compare the effect of CRS and CRM on customer attitude. Design/methodology/approach – In...
Purpose – Using the theory of planned behavior (TPB) to examine the effects of consumer values and past experiences on consumer purchase intention of organic personal care products, this study aims to consider further the moderating effect of perceived behavioral control on the...
Purpose – Exploratory research was conducted in a well‐known Australian wine region to determine the differences in the behaviour dynamics and sensory preferences of consumer groups. The overall aim is to gain some insights into the product style preferences of consumers and what this means...
Purpose – The purpose of this paper is to investigate the impact of different levels of environmental information on key consumer metrics. More specifically, it aims to evaluate environmentally benign products against those that have negative environmental impacts. Design/methodology/approach...
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