Marketing research has traditionally focused on centralized brand-extension strategies where a brand expands its product offerings by controlling the design, production, marketing and sales of new products `in-house'. However, luxury brands frequently use `brand licensing' as a decentralized...

With the emergence of technologies such as electronic shelf labels, some grocery retailers had begun to trial intra-day time-based pricing where they charge higher prices during congested peak hours. Such industry trend along with the influence of pandemic has motivated us to examine whether,...