SFB 649 Discussion Paper 2005-057 An empirical test of theories of price valuation using a semiparametric approach, reference prices, and accounting for heterogeneity Yasemin Boztuğ* Lutz Hildebrandt** * Institute of Marketing, Humboldt-Universität zu Berlin,...

The need to understand and leverage consumer-brand bonds has become critical in a marketplace characterized by increasing unpredictability, diminishing product differentiation, and heightened competitive pressure. This is especially true for fast moving consumer goods (FMCG) manufacturers and...