...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...

... to the social and economic aspects of the host country (Li et al., 2019). Previous studies corroborate that the longer the expatriates stay in host country, they become more accustomed to host country’s properties and, consequently, exhibit a greater preference for host country food products (Miocevic...

...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...

... construction (Schank and Abelson, 1995). © Emerald Group Publishing Limited 2008 Brands Food products Marketing communications An executive summary for managers and executive readers can be found at the end of this article. Food marketers have long known and exploited the fact...

... increase the understanding of why customers' willingness to pay different price for different consumer packaged food products, and thus contribute to a better understanding of the competitive situation in grocery categories. In order to utilise the customer‐based brand equity concept, it is important...