With the growing realization that brands are one of a firm's most valuable intangible assets,
branding has emerged as a top management priority in the last decade. Given its highly …

A substantial body of research evidence has now accumulated in the reference price
literature. One stream of research has identified the antecedents of reference price and has …

In the online word-of-mouth literature, research has consistently shown that negative
reviews have a greater impact on product sales than positive reviews. Although this …

CONTENIDO: Introducción: el impacto de la revolución digital en el comportamiento del
consumidor-Investigación del consumidor-Segmentación del mercado-Motivación del …

Wouldn't it be nice to have a book on location analysis which-contains most of the main
stream topics,-could be used for teaching purposes,-could be used for self study or …

Recently, it has been proposed that creating compelling experiences in the distinctive
consumption environment defined by the Internet depends on facilitating a state of flow …

By synthesizing findings across the sales promotion literature, this article helps the reader
understand how promotions work. We identify and explain empirical generalizations related …

The authors develop and test a new model of store choice behavior whose basic premise is
that each shopper is more likely to visit the store with the lowest total shopping cost. The total …

Everyday consumers buy into the concept of brands and their associated meanings-the
perception of quality, a symbolic relationship, a vicarious experience, or even a sense of …

In recent years, the supermarket industry has become increasingly competitive. One
outcome has been the proliferation of a variety of pricing formats, and considerable debate …