This paper investigates the relationship between price discrimination and vertical product differentiation, using National Brands and Private Labels in the Carbonated Soft Drink market as a case study. We decompose prices difference into quantity discount and cost difference across packagings and recover marginal cost by a structural demand model of consumer preference and firm behavior. Our re...

In the digital era concepts such as social networks, blogs and forums have become integrated keywords in the marketing communication strategies of brands worldwide. The old ways of building an online presence, such as simple websites, have diminished most of their relevance in front of social media tools. The ease of establishing contacts with consumers made out of these new applications propit...

INTRODUCTION Meeting conventional market driven consumer demand is the most cost-effective way to succeed in business and marketing managers are keenly aware of this issue. Yet, wine produced in sub-regions overshadowed by a larger country or state of origin or even located next to a well known region is often overlooked and not considered mainstream. There is some discussion whether wines prod...

The paper suggests that generic brands can develop in industrial markets as easily as they can in consumer goods markets. It briefly examines the issue of branding in industrial markets and then describes the problems that firms can face if their brand name becomes used in a generic manner. It suggests actions that such firms can take as responses to this situation. D 2002 Elsevier Science Inc....

Purpose This study aims at investigating how the level of brand–consumer interaction between luxury brands and consumers on social media may affect perception brands’ luxuriousness. In particular, this is focused moderating role consumers’ materialism. Design/methodology/approach adopted a quantitative approach. Data were collected with two online experiments. Study 1 was run to test whether br...

Consumer avoidance of brands and influencers is a widespread phenomenon, especially among Generation Z (Gen Z); however, influencer marketing literature lacks clarity about when why Gen engages in such avoidance. Our experimental investigation, across four studies, reveals that considers brands' control over to be morally irresponsible and, thus, avoids both. We introduce novel construct, avoid...

Increased competition is making it difficult to distinguish products solely by attributes, creating room for cause-related marketing. In this study with a sample of 322 university students, we evaluated the changes in consumer attitudes toward cause and brand as consequences of Cause Brand Alliance (CBA), by using the product category as moderator. Four popular brands from two product categorie...

This paper conducts experimental method to explore the relations among mood, varietyseeking, regret, and loyalty for the consumer choice behavior. The results show that when customer is negative mood to make the purchase decision, the tendency of varietyseeking will increase and regret of this outcome will become higher. In addition, when consumers engage in a high degree of variety-seeking and...

Interpretation of brands and marketing communications has become increasingly problematic in the contemporary commercial environment, largely due to an overabundance of available cultural meanings and interpretive perspectives, and the instability of social categories. This problem has implications for segmentation and the positioning of brands, and for the strategic consistency of marketing me...

The present paper uses a modified version of the Service Brand Verdict (SBV) model. The objective of the study is to incorporate service brand loyalty as an ultimate dependent measure seen as the outcome of consumers' evaluation of various service brand dimensions and communication, and test the generalizability of the modified SBV model in two different service sectors and cultural settings. T...