.... Michael Clayton can be contacted at: michael.clayton@cnu.edu © Emerald Group Publishing Limited 2011 Advertising Value Price Messaging Brand equity Durable Promotional methods Brand identity Marketers today face growing pressure to meet sales projections while also building...

... are discussed. Brand identity Marketing strategy Promotional methods Brand extensions Brand management France An executive summary for managers and executive readers can be found at the end of this article. H2. The pre‐extension consumer's attitude toward the extended...

... 2011 Promotional methods Consumer behaviour Advertising Sales strategies Sales promotions are a key marketing tool in communication programs. According to the Chartered Institute of Marketing's (2009) Marketing Trends Survey, sales promotion accounts for at least 13 per cent of UK...

... Discounts Refunds Promotional methods Coupons Studies show rebate offers work well in enticing consumers to spend. But 60 percent of shoppers, according to Consumers Union, never get their cash rebate because they either forget to do the paperwork or make some kind of mistake. This “slippage...

... new information. John   Tantillo . People Buy Brands Not Companies . New York, NY : Five Titles Press   2010 . 117 pp. , ISBN: 978‐0‐9844367‐0‐5   $9.99   www.marketingdoctor.tv © Emerald Group Publishing Limited 2010 --> Promotion Promotional methods Marketing...

... be contacted at: b.lowe@kent.ac.uk © Emerald Group Publishing Limited 2010 Promotional methods Discounts Consumer risk Systematic research into promotional effectiveness is important to marketing because sales promotions account for such a large proportion of marketing expenditure (Kotler...

...@weber.edu © Emerald Group Publishing Limited 2010 Pricing policy Customer services quality Promotional methods Stiving and Winer's (1997) study of the impact price endings had on sales of two common grocery items suggests consumers process prices one digit at a time, moving from left...

... is to fill this gap in knowledge about consumer responses to sales promotions incorporating price consciousness in the analysis. © Emerald Group Publishing Limited 2009 Discounts Premium pricing Promotional methods Consumer behaviour Price consciousness is defined as “the degree...

... and between 15 percent and 30 percent (with a minimum discount of 15 percent) in the second SAS condition, respectively. After viewing the ad, subjects were asked to complete a questionnaire measuring their perceptions of the SAS promotion. Promotional methods Discounts Cross‐cultural studies South...

... research opportunities. Sungchul Choi can be contacted at: schoi@unbc.ca © Emerald Group Publishing Limited 2007 Prices Promotional methods Consumer behaviour An executive summary for managers and executive readers can be found at the end of this article. Promotional contests...

..., when prospective customers are the focal customers, they receive 20 percent off whereas present customers (i.e. other customers) receive 10 percent off. Dungchun Tsai can be contacted at: tsai46@mail. ncku.edu.tw © Emerald Group Publishing Limited 2007 Promotional methods Customer...

... of separate‐item bundles have already been studied from a managerial point of view, to the authors' knowledge, no research has focused on separate‐item bundle efficiency from the consumer's point of view. © Emerald Group Publishing Limited 2007 Discounts Promotional methods Benefits Costs...

... will be positively related to consumer assessments of the transaction value associated with an offer. Thus, we hypothesize the following main effect: © Emerald Group Publishing Limited 2007 Pricing Experimentation Promotional methods Time measurement A time limited pricing offer is a form...

..., and therefore that definition is used in this research. Brand image Brand management Promotional methods Television Radio An executive summary for managers and executive readers can be found at the end of this article . Over the past decade broadcasters have come to embrace branding...

... experiments excellent robustness properties in some of our models with moderate multicollinearity. Retailing Discounts Price positioning Promotional methods Price promotion plays a role of increasing importance in current markets. Special emphasis on price promotions is pronounced...

... to promote brand interest. It helps brand managers evaluate the legal risks of the various practices they are considering. Ross D. Petty can be contacted at: petty@babson.edu © Emerald Group Publishing Limited 2006 Promotional methods Brand awareness Brand management Marketing strategy Case...

... differences at an ethnic‐group level and the effectiveness of various types of sales promotion for utilitarian and hedonic products. © Emerald Group Publishing Limited 2005 Consumers Sales Promotional methods Ethnic groups National cultures The widespread use of consumer sales...

... to think about sellers’ costs and profit margins. © Emerald Group Publishing Limited 2005 Pricing Promotional methods Free gift offers are used by some companies to introduce a new product. The question that follows is: “When a new product is being introduced along with an existing one...

... of left‐to‐right processing of price information and point out some consequences for retailers of the use of low numbers in price‐ending digits. © Emerald Group Publishing Limited 2004 Prices Promotional methods Image processing Cognition Consumer behaviour Marketing strategy...

... at new price Δc – change in contribution margin θ – capacity of an added resource $r – cost of an added resource f – incremental fixed costs u – unit sales Breakeven analysis Profit Pricing Promotional methods Pricing policy...