Purpose – The goal of the paper is to examine the affect transfer process of the brand extension by developing a conceptual framework that integrates two factors important to this process: the expectancy and relevancy of brand extensions. Design/methodology/approach – Two experimental...

Purpose – The study aims to examine the characteristics of product portfolio on the price premium of an umbrella brand. Specifically, the study seeks to explore three aspects of a product portfolio: the presence of attribute compatibility, similarity, and portfolio size....

A quantity surcharge exists when the unit cost of a given brand is higher for a large-size package than for a smaller one. This paper examines some product and household characteristics that influence observed quantity surcharging practices. Results indicate that the propensity to buy a...

A quantity surcharge exists when the unit cost of a given brand is higher for a large-size package than for a smaller one. This paper examines some product and household characteristics that influence observed quantity surcharging practices. Results indicate that the propensity to buy a...