Purpose: This paper aims to report a research approach that explores how to use evaluations of previous social marketing efforts to assess and guide a new shelterbelt program called Working Tree. By targeting farmers, this new program aims to gain benefits from enhancing and expanding on-farm...

While fixed price offers are quite common in the marketplace, there is limited empirical evidence that documents the effectiveness of these offers in comparison to price discounting tactics. Drawing on information processing theory we provide a conceptual framework that explains the differential...

Price is an important variable because it has a direct impact on a company’s profitability. However, there is limited evidence to support the effectiveness of competing strategies of fixed pricing and discounted pricing. As a result, both strategies are practised extensively in the industry....

In this paper, an interesting paradox is demonstrated – when consumers pay a great deal of attention to product and price information in an advertisement, they are likely to find themselves lacking the cognitive resources required to use that information in making a discerning assessment of...

Purpose – This paper seeks to establish the importance of studying the effects of licensing brand alliances from a customer's standpoint, to investigate the effectiveness of licensing as a strategy by comparing it with a brand extension of a well‐known parent brand, and to provide a...

Building on research that has studied cultural differences between South Korea and the USA, the authors' conceptualization suggests that products associated with fixed and discounted price formats would be evaluated differently in these two countries. The differences in product evaluations were...

The existing literature has identified that empathic concern for another person who is in need can induce helping behaviour. However, as people may experience more than one feeling in a given helping situation, it is possible that other feelings (e.g., pride or guilt) may also elicit helping...