Consumer value may be defined as a tool to measure the prolonged satisfaction and an on-going propensity to buy the product and services. Though there are many issues floating in an on-going debate about the consumer value, it may be argued that the consumer value in terms of the level of...

We investigate the extent to which certain price points occur in Internet-based selling, and theorize about what drives the observed regularities and variations. This research explores theories based on consumer perceptions of price and quality images, and rational inattention to price-endings....

Using a behavioral model and empirical analysis, this paper investigates consumers' brand switching during times of economic distress and highlights its disparate impact on low-income consumers. Our modeling framework captures the effects of economic distress on brand switching and...

Many e-commerce platforms provide marketing tools to help their sellers attract customers and enhance user experience. However, there is virtually no theoretical framework or systematic evidence that provides insights to platforms on how their business customers use these marketing tools. In...

Drawing on the accessibility-diagnosticity framework, and previous literature in branding and order-of-entry, the authors hypothesize that consumer spillovers can also occur across directly competing products that do not share brand names. The authors suggest two mechanisms (prior perception...