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  • 1
    Electronic Resource
    Electronic Resource
    Brand alliance dependency and exclusivity: an empirical investigation (2004)
    Bingley : Emerald
    The @journal of product & brand management 13 (2004), S. 477-487 
    Details
    ISSN: 1061-0421
    Source: Emerald Fulltext Archive Database 1994-2005
    Topics: Economics
    Notes: This paper examines the effects of resource dependency and contract exclusivity on the attitudes and intentions of consumers in brand alliances. Findings indicate that attitudes of the brands before the alliance (pre-attitudes) have a positive effect on the attitude toward the alliance, which has a positive effect on perceived quality of the alliance, willingness to pay a premium price and purchase intention. Further, attitudes toward the brands after the alliance (post-attitudes) reveal a positive spillover effect for both the host and ally brands. Interestingly, the moderating effects of dependency and exclusivity differ based on whether the brand serves as the host or the ally brand in the alliance. Analyses conducted after controlling for the effects of familiarity of the ally brands revealed consistent results.
    Type of Medium: Electronic Resource
    URL: http://dx.doi.org/10.1108/10610420410568417
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    Paper (German National Licenses)
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  • 2
    Electronic Resource
    Electronic Resource
    Reference prices in retail advertisements: moderating effects of market price dispersion and need for cognition on consumer value perception and shopping intention (2004)
    Bingley : Emerald
    The @journal of product & brand management 13 (2004), S. 379-389 
    Details
    ISSN: 1061-0421
    Source: Emerald Fulltext Archive Database 1994-2005
    Topics: Economics
    Notes: One main concern regarding the use of reference prices in advertisements relates to the possibility of deception due to consumers' positive response towards exaggerated or implausible claims. This paper examines the moderating roles of a contextual variable-market price dispersion for a product category, and that of an individual level variable-need for cognition, in influencing consumer evaluation of reference prices across two experiments. The results support the hypothesized effects of need for cognition and demonstrate that, for low need, for cognition individuals, increasing the level of reference price results in positive effects on value perception and shopping intention.
    Type of Medium: Electronic Resource
    URL: http://dx.doi.org/10.1108/10610420410560280
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    Paper (German National Licenses)
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