Marketing
Price Complexity In Tariff Choice Situations: An Investigation Of Service Type
In this paper we describe three experiments comparing customer responses to complex prices between four services: banking, flights, health clubs, and mobile communication. The first study analyzes Read More »
It Is All About The Perceived Consistency Of The Retail Marketing Instruments When Creating A
This article addresses how the perceived consistency of different retailer attributes affects customer-based retail brand equity when considering retailers as brands. It investigates the antecedents Read More »
Author: Frank Hälsig, Bernhard Swoboda, Dirk Morschett, Hanna Schramm-Klein
Contributor: eb™ Research Team
Linear And Non-linear Effects Of Price And Non-price Related Antecedents On Retailers’ Price
Retailers’ pricing has become one of the most important topics for profitability as they are operating on razor-thin margins. A key problem is to understand how customers perceive retailers’ Read More »
The Color Of Money - Towards The Influence Of Payment Methods And Basket Price Judgments On The
Prior research has investigated the effect of cash and card payments on consumer behavior, but the growing trend of payment with a mobile device hasn’t been considered in the literature so fare. Read More »
Author: Werner Kunz, Alexander Mrozek, Tomas Falk, Jeroen Schepers
Contributor: eb™ Research Team
Religious Responses To “Selling Happiness”: Negative Consequences For Attitude Toward The Ad
Intuitively, appealing to people’s desire to be happy should be universally well received by consumers, or at least not harmful to consumer’s perceptions of a brand; almost everyone wants to be Read More »
Author: Jamel Khenfer, Steven Shepherd, Aaron C. Kay
Contributor: eb™ Research Team
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