While there has been much debate in the reference pricing literature on the most appropriate conceptualization of internal reference price used by consumers in evaluating deals, the question of whether consumers may use different internal reference prices at different stages of the purchase...

Current research on brand alliances has focused primarily on alliances between two known, national brands. However, there is significant benefit to both parties in an alliance between a national brand and a private brand. Such alliances are gaining importance in the industry but have not been...

This research updates and significantly extends Akaah and Riordon’s (J Market Res 26:112–120, <CitationRef CitationID="CR3">1989</CitationRef>) evaluation of ethical perceptions of marketing research misconduct among marketing research professionals. In addition to examining changes in perceptions toward key marketing research...</citationref>

Purpose In promotional ads that contain both the Regular Price and Sale Price information, this paper aims to investigate whether changing the font sizes of these two prices has an effect on how consumers process the ad message. The authors use acquisition-transaction utility perspective to...

Purpose: Increasing industry interest in visual artists and commercial brand collaborations has heightened the need for research on exactly how visual art can add meaning to brands in ways that enhance brand value to existing consumers and potentially reach new consumers. Consumers are known to...