Purpose: Increasing and maintaining the population’s consumption of healthful food may hinder the global obesity pandemic. The purpose of this paper is to empirically test whether it is possible for healthful sub-brands to achieve higher consumer behavioural loyalty than their less healthful...

When purchasing packaged products within a supermarket, consumers choose between proprietary or private label brands. However, when purchasing fresh fruits and vegetables, non-branded produce is the dominant option—with proprietary and private label brands only recently becoming available....

Although both fresh produce and consumer packaged goods (CPG) are sold within supermarkets, there is little research comparing how consumers purchase them. To provide insights into this area of research, this study compares the frequency of buying fresh fruits and vegetables, the concentration...

In this exploratory study we investigate whether a brand identified as ?niche? in traditional brand performance metrics (penetration and average purchase frequency) is also ?niche? in metrics representative of brand attribute associations. We assess the level of brand salience (propensity of...

Purpose This paper aims to show that strength-based theories of memory provide only a partial description of how consumers retrieve brands from memory. Dual-process theories of memory such as the Source of Activation Confusion (SAC) model provide a more robust explanation of brand retrieval by...