Purpose The purpose of this study is to examine the effectiveness of in-store private label
marketing to impact the attitude of consumers towards private label brands (PLBs) by …

Hybrid reality games are transposing the outside world into a virtual playground.
Commercial venues are voluntarily taking part in this phenomenon by becoming in-game …

Purpose This study investigated the factors of brand-related behavior, such as brand
schematicity (BS), brand relevance in category (BRiC) and brand loyalty (BL), to clarify how …

Purpose As manufacturers and retailers aim to increase return on marketing investments,
value-vs experience-related trade promotions gain attention. These two trade promotions …

Purpose While regular price discount (RPD) promotions remain popular, marketers have
also introduced gambled price discounts (GPDs) in recent years. There is a need to …

This research examines how incentives for learning can be designed to promote lasting
learning motivation. The authors examined this research question in the context of …

High consequence supply chain disruptions adversely affect stores and consumers. The
stores inherit prolonged stockouts resulting in loss of consumer trust and commitment and …

Many studies examined negative causal effects between items sold in retail stores, including
sales cannibalization, a process by which the sales of new products and sales promotions …

A comprehensive comprehension of the various factors influencing consumer purchasing
decisions is crucial for success in the highly competitive business environment. The findings …

The uncontrollable spread of the COVID-19 pandemic and countries' countervailing
responses to mitigate its impact on their people led to prolonged stockouts of essential …