Purpose – The purpose of this paper is to investigate how brand equity levels influence the evaluation of continuous vs discontinuous innovation of new products and the moderating effects of consumer's product category knowledge (PCK). Design/methodology/approach – A 2×2 between-subjects...

Purpose – The purpose of this paper is to investigate how brand equity levels influence the evaluation of continuous vs discontinuous innovation of new products and the moderating effects of consumer's product category knowledge (PCK). Design/methodology/approach – A 2×2 between‐subjects...

Price promotions (discounts) are a well-known means by which a supply chain can stimulate demand for a product. These promotions could affect demand for a product in three ways by: 1) increasing the overall market growth, 2) stealing market share from competitors, and/or 3) increasing the amount...

Purpose – The purpose of this paper is to examine the impact of global consumer culture positioning (GCCP) in comparison to local consumer culture positioning (LCCP) strategies on consumer evaluations of a new unknown brand. Design/methodology/approach – Using an experimental method in the...