Present research compares food beliefs associated with a naturally nutritious agricultural product (namely pulses) in Western and Eastern cultures (namely the US and India). Specifically, this paper focuses on the perception of healthiness and tastefulness of the food and their relationship. Two studies tested the effect of processing level, cultural differences, and branding strategies. In con...

divided. Suppose the section of FresneVs wave surface by a coordinate plane to consist of a circle and an ellipse and let O be the center of a wave disturbance in the surface of a crystal. Draw any radius vector OBC, cutting the circle at B and the ellipse at C; the intersection of tangents at B and C will be 8, a point on the tangent plane at the point of incidence. Then 8B and SC will be the ...

The amount of demand for new products like 3G is related to adoption and spread of innovations. Research suggests that innovativeness is related to consumer behavior and characteristics. Research shows that new technologies like 3G are not evaluated by only its functional sides in the consumer perception. Consumers also perceive symbolic sides to this type of technology. This study measures the...

Previous research in the area of price discounts has generated a rich, but diverse and mixed body of literature. This research examines the role of consumer’s brand commitment and product category risk in influencing the nature as well as valence of the inferences generated by consumers in response to price discounts. Our results provide insights regarding how consumers’ responses to competitor...

Australia and New Zealand enjoy high per-capita internet usage and have a small group of organizations that have succeeded globally on the web despite less capitalization and fewer resources. The author, a web pioneer and identity expert, examines how they have instead leveraged brands and intellectual capital, and looks at implications for all {rms wishing to incorporate a web element to their...

Background: The purpose of this paper was to explore the impact of brand variables such as brand awareness, brand loyalty, brand attachment, and perceived brand quality on compulsive buying behavior. Methods: A self-administered questionnaire, containing demographic items and items related to compulsive buying, brand awareness, brand loyalty, brand attachment and perceived quality, was used to ...

Scholars are interested in exploring strategies for better business-to-business (B2B) brand management because several strategic benefits of having a stronger B2B brand have been revealed. Contributing to this stream of research, this dissertation applies the concept of multiple strategic orientations for the purpose of improving B2B branding. The collective role of the brand, market and entrep...