search query: @author Knox, S. / total: 18
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| Author: | Chernatony, L. de Knox, S. Chedgey, M. |
| Title: | Brand pricing in a recession |
| Journal: | European Journal of Marketing
1992 : VOL. 26:2, p.5-14 |
| Index terms: | PRICING BRANDS RECESSION ADVERTISING PERCEPTION GROCERY SHOPS |
| Language: | eng |
| Abstract: | Three hypotheses are proposed concerning advertising and brand values, and consumers' perceptions of price and quality. In-home interviews with 80 consumers of mineral water and 86 consumers of fruit juice were conducted, in order to compare consumer price perceptions in two distinct grocery markets; one characterized by increasing advertising, and the other by decline. Without reference pricing, consumers show great uncertainty about brand prices and rely upon brand names to recall brand values. So brand promotion strategies that feature low price announcement are ineffective. Price promotion should be communicated relative to either the original price or a competitor. |
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