In today?s fiercely competitive FMCG industry, brand managers have attempted to tackle consumers increasing price sensitivity by creating stronger brands. Marketers are aware that most FMCG consumer purchase decisions are made at the point-of-purchase. As on-pack promotions are considered...

Even with increased consumer awareness of sustainable products, the importance of sustainability is unclear relative to other credence product attributes such as quality control and traceability in wine purchasing. Companies speculate whether their marketing strategies can be standardised across...

Consumers learn a brand?s identity elements through direct experience when buying and using a brand, and indirect experience via advertising. This research looks at the relative effects of these experiences on the memory structures developed by brand users and nonusers, for four identity...

This study tests a model of Brand Knowledge and Brand Equity of brands of beer on new and frequent users in two populations that differ in their stage of the beer product life cycle and culture. Using Multiple Logistic Regression (MLR) and Binomial Logistic Regression (BLR), models based on the...

We report on the temporal stability of the parameters of the NBD-Dirichlet model, a well-known stochastic theory of buying behaviour. This model is widely used and recommended as a stationary market benchmark against which the dynamic effects of marketing interventions can be assessed. Yet there...