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The Effect Of Store Name, Brand Name And Price Discounts On Consumers' Evaluations And Purchase Intentions, Dhruv Grewal, R. Krishnan, Julie Baker, Norm A. Borin
The Effect Of Store Name, Brand Name And Price Discounts On Consumers' Evaluations And Purchase Intentions, Dhruv Grewal, R. Krishnan, Julie Baker, Norm A. Borin
Marketing
This paper develops and tests a conceptual model of the effects of store name, brand names and price discounts on consumers' evaluations (store image, brand quality perceptions, internal reference prices, and value perceptions) and purchase intentions. The moderating effects of consumer knowledge and prior ownership on the proposed relationships in the model are also explored. A store's perceived image is influenced by the store name and the quality of merchandise It carries. Results also indicate that internal reference price is influenced by price discounts, brand name, and a brand's perceived quality. The influence of price discounts on a brand's perceived …
Creating A Market Orientation, John C. Narver, Stanley F. Slater, Brian C. Tietje
Creating A Market Orientation, John C. Narver, Stanley F. Slater, Brian C. Tietje
Marketing
A market orientation is a business culture in which all employees are committed to the continuous creation of superior value for customers. However, businesses report limited success in developing such a culture. One approach to create a market orientation, the approach taken by most businesses, is the “programmatic” approach, an a priori approach in which a business uses education programs and organizational changes to attempt to implant the desired norm of continuously creating superior value for customers. A second approach is the “market-back” approach, an experiential approach in which a business continuously learns from its day-to-day efforts to create and …