ISPOR 18th Annual European Congress; 7-11 November 2015. Milan, Italy. The tobacco industry is developing candidate modified risk tobacco products (cMRTPs) with the potential to reduce individual risk and population harm in comparison to smoking combustible cigarettes. In 2012, the United States (US) Food and Drug Administration (FDA) released its Draft Guidance on MRTPs requesting applicants t...

The purpose of this study is to evaluate the relationships among brand experience, brand personality, and customer experiential value. Understanding these relationships is helpful to managers in their assessment of the level of appeal that will influence target consumers’ perception of brand personality, as well as their brand experience. An empirical survey conducted with 270 real consumers in...

Purpose – In the literature, there is a lack of tools able to catch the symbolic dimension of the brand image, which go beyond rational and emotional dimensions. This paper aims to find and test a new instrument, named “Multi-Sensory Sort” (MuSeS). Design/methodology/approach – MuSeS, a direct methodology of exploring the consumer’s symbolic universe and the unconscious expectations, is compose...

Multiproduct Competition, Informative Advertising and Cognitive Limitations In several product categories, such as cereals, ice cream, and detergents, competing firms advertise a variety of products designed to meet the needs of their diverse consumers. Although consumers are exposed to thousands of such product advertisements in a day, they pay attention to only a very small fraction of these ...

the effect of consumers' perception of the country originating a brand is powerful tool used to understand the customer needs, increase the satisfaction and ultimately the profitability of the organization. questionnaire methods designed to gather so many customers, managers and the experts in washing products provide appropriate results by refining and analyzing the data to make decision about...

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mindset, we expect that these mindsets can also be naturally influenced by the 3 As in subsequent studies, data from participants who were not familiar with one of the parent brands for the cottage cheese (n = 81) or moisturizer (n = 2) extensions were removed from the analysis for that replicate. Furthermore, data from participants who chose the “no choice” option when choosing between the cot...