Purpose – The aim of this study is to better understand how consumers understand and judge multi‐attribute products that are perceived as either more or less complete in terms of feature coverage in a category. Complete products are used to reduce the need of developing and managing...

Purpose – The aim of this paper is to seek to understand better how consumers judge multiattribute products that are perceived as either more or less complete in terms of feature coverage in a category. Complete products are used to reduce the need of developing and managing expansive and...

As sales of store brands increase, retailers are shifting their store branding strategies by raising store brand prices, extending their store brand assortments to high‐risk categories, and marketing store brands in high retail image formats. The purpose of the research is to explore the...

Purpose – The purpose of this research is to examine how consumers form beliefs and evaluate derivatives (e.g. handheld computers) and branded derivatives (e.g. Palm handheld computers). The aim is to study how consumers combine two categories (e.g. “handheld products” and “computers”)...

Understanding how consumers form beliefs and attitudes about brand extensions is important. However, this process may be complex in brand extensions because beliefs can stem from both the parent brand and the extension’s category. In two studies, we examine how positioning may impact brand...