the machine made carpet industry is one of the main and most famous industries in iran and especially in the city of yazd. however there is little information about customer preferences for different attributes of this product. in this article we tried to estimate the relative importance of the main attributes affecting customer desire for purchasing machine made carpet and the utility values f...

The focus of this research istowardexamining the teenager’s preferences and choice behavior; furthermore assess the preferences of the teens towards branded and unbranded products and their awareness regarding branded/Unbrandedproducts. Information was collected from 320 different school students in Pakistan related to the mature group 13-19 years old. The main purpose of the research was conce...

We investigate how costly acquisition and exchange of customer-specific information affects industry profit and consumer welfare. Consumers differ in their preferences for competing brands and in their switching costs between brands. Brand-producing firms use their acquired knowledge of customer-specific preferences to differentiate prices. We show that consumers are worse off when firms acquir...

by Yan-Ming Li, M.A. Washington State University May 2011 Chair: Joan L. Ellis Research has established a relationship between willingness to pay to price premium and brand equity, however, most studies used stated preference data, which are hypothetical situations. Studies using experimental auction methodology to elicit revealed preferences in branded apparel products have been minimal. The p...

The forces that influence a consumer in brand choice: preferences, experiences, and marketing mix have been of great interest to marketing scientists. The vast literature based on static survey data points to consumers using multi-attribute utilities in making a choice. At the same time the vast literature of scanner panel data based studies points to the existence of state dependence (in vario...

Consumers often anthropomorphize brands by endowing them with personality traits, and marketers often create or reinforce these perceptions by their brand positioning. Brand personality traits provide symbolic meaning or emotional value that can contribute to consumers’ brand preferences and can be more enduring than functional attributes. Successfully positioning a brand’s personality within a...

The aesthetic treatment of products and services is emerging as a fundamental competitive element. The notion of “brand aesthetics”, composed of stable and specific elements characterizing its « sensory approach », first introduced by the semiotician Jean-Marie Floch in 1990, can help manage brands in a more rational way. The model of the Brand Aesthetics Chain is introduced to describe the seq...

A core goal for marketers is effective segmentation: partitioning a brand's or product's consumer base into distinct and meaningful groups with differing needs. Traditional segmentation data include factors like geographic location, demographics, and shopping history. Yet, research into the cognitive and affective processes underlying consumption decisions shows that these variables can improve...

Global retailers define strategies coherent with local cultures and traditions, as also develop products centered on internationally diffused products. In this perspective, private labels become fundamental for such strategies as far as they contribute directly to store loyalty consolidation and indirectly, to retailers brand equity reinforcement. Moreover, private label products prove the reta...

It is well known that in package goods categories a temporary price cut of a brand leads to increase in the sales of that brand in the current period. Under the assumption of stable consumption rate, previous literature has identified that the sources for the increase in sales are brand switching, purchase acceleration, and increase in quantity. However, there are very few studies that have for...