... Emerald Publishing Limited Licensed re-use rights only Corporate marketing Consumer behaviour Conjoint analysis Corporate branding Brand architecture Hedonic and utilitarian consumption To address this highly relevant research gap, this paper compares the effect of an “Endorsed Brands...

... and behavioural (Brodie et al., 2011 ; Hollebeek, 2011) – this study focuses only on the behavioural dimension of CBE. In an attempt to fill the aforementioned gaps and contribute to the body of knowledge of corporate marketing, the present study aims to explore to what extent a consumer’s...

... to price differences and enhance the ability of pharmaceutical companies to set their prices well above the cost of production and distribution (Danzon, 2006 ; Scherer, 2006). © Emerald Group Publishing Limited 2014 Internet marketing Promotions Corporate marketing Corporate image...