This article conceptualises how consumers construct their relationships with masstige brands. Drawing on a two-stage methodology of consumer interviews and online content analysis brands’ social media pages, we offer innovative insight into navigate consumer-masstige brand (CMBRs). We present CMBRs as multiple, dynamic capricious relationships, departing from the view enduring monogamous marria...

Gelişen teknolojinin hızıyla beraber pazarda oluşan yoğun rekabet ortamından faydalanmak isteyen perakendeciler üretici markaların yanında piyasada market markalı ürünlere de yer vermeye başlamışlardır. Market ürünler fiyat avantajı sağlamak amacıyla bulunurken ilerleyen zamanlarda bunun kalite olgusunun da eklendiği söylenebilir. Bunun neticesinde ürünlerin karşı ciddi bir rakip durumuna gelmi...

5 “Brands are largely absent among fresh produce items; however, one notable exception is the apple market in which varieties partially take the place of brands. We developed an experiment to examine how consumers respond to different varietal names for NY1 which is a new managed apple variety introduced by Cornell. We found the name is an important factor in determining consumer response and t...

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...

Although a substantial amount of research has examined the constructs of warmth and competence, far less has examined how these constructs develop and what benefits may accrue when warmth and competence are cultivated. Yet there are positive consequences, both emotional and behavioral, that are likely to occur when brands hold perceptions of both. In this paper, we shed light on when and how wa...

We show that adding entrant brands to a choice set compr ising of a predominantly promotion brand and a predominantly prevention brand can make both promotion and prevention-oriented consumers susceptible to the attraction effect. If an entrant targets the brand possessing superior promotion (prevention) feature, the resulting dominance relationship allows the promotion (prevention) focused con...

The continuing transformation in a single market has created a need for exploring common consumer attitudes for clothing brands in Europe. This paper responds to this need to develop marketing strategies for a single European market. The purpose of this study is to analyze clothing brands consumption in Mediterranean countries. Specifically, the study aims to explore Greek and Portuguese young ...

Despite being a widely used tool in merger enforcement, there have been few studies of whether antitrust divestitures are successful. We help fill this void by conducting a study of the divestitures relating to Johnson & Johnson’s $16.6 billion acquisition of Pfizer’s consumer health division in 2006. Six brands were divested in this matter to alleviate antitrust concern. For three of the brand...

All brands have status and status has an impact; yet little attention has been paid to the impact of brand status on consumer brand assessments, this study addresses this limitation. This study investigated perceived brand status’ impact on overall brand value across two product categories, finding that perceived brand status’ impact was stronger on overall brand value when the status of the br...