For retailer managers it is crucial to understand the relationship between consumers’ store attribute evaluations and customer satisfaction and how this relationship changes over time depending on
Existing literature on store choice assumes that price promotions increase a store’s attractiveness by lowering the basket price. In this paper we argue that price promotions, by creating hedonic
The idea that successful brand extensions require a high similarity between the brand and the extension category pervades current research. In two experiments we document that service brands can
Among the risks of a brand extension strategy, there is the one to stimulate a reaction of counter extension. This would frustrate any positive result obtained by the brand extension. The literature
The complexity of brand portfolios has considerably increased within the last few years. This raises important challenges for many corporations. In this context, the current state of brand