...Gunjan Malhotra Purpose This study aims to examine how consumers’ perceptions of in-store marketing influence their purchase decisions for frozen food products. This study explores the effects of familiarity, price sensitivity, health-consciousness and consumer scepticism on the relationship...

... purchase behavior is examined through a multiple group structural equation modeling on two consumer samples (315 = brands; 308 = product categories). Samples were categorized as a celebrity promoting either a product category or a brand, and food products were selected as the product category...

... country food products (Miocevic et al., 2021). Based on existing findings, it can be expected that expatriate consumers who have lived in the host country for longer period will have a stronger preference for local food brands. In other words, consuming local food brands represents...

...Carmina Fandos Herrera; Carlos Flavián Blanco Purpose This research proposes studying how the moderating role of consumers' familiarity with a food product with a protected denomination of origin (PDO) influences consumer behavior. Past research has ascertained that consumers confuse different...

... the brand; and 2. to attract consumers by appealing to their emotions. To understand these two functions, we turn briefly to brand personality theory and literature on consumption emotions. Brands Food products Marketing communications An executive summary for managers and executive...

... the retailer's brands in terms of quality and price (Hoch, 1996). However there is also a clear trend towards differentiation for retailer brands, rather than just simplicity and low prices (Burt, 2000 ; Laaksonen and Reynolds, 1994). Brand equity Premium pricing Food products Quality Generics...