behavioral aspects of pricing (eBook, PDF)
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It is most fitting that research on pricing is included in a special section and e-book of the Journal of Product and Brand Management since pricing and branding are joined at the hip. The primary goal of branding is to get a premium price. There are, of course, subsidiary goals such as increasing customer loyalty and ease of diversification. But getting a price premium is the main goal. It is so obvious a goal that the most common operationalization of brand equity is a measure of price premium. The difficulty of untangling the relationships among quality, brand and price is a problem that ha...
It is most fitting that research on pricing is included in a special section and e-book of the Journal of Product and Brand Management since pricing and branding are joined at the hip. The primary goal of branding is to get a premium price. There are, of course, subsidiary goals such as increasing customer loyalty and ease of diversification. But getting a price premium is the main goal. It is so obvious a goal that the most common operationalization of brand equity is a measure of price premium. The difficulty of untangling the relationships among quality, brand and price is a problem that has not yet been resolved. This problem is an on-going concern of the Journal of Product and Brand Management and the pricing section within it. This special pricing e-book makes a contribution to this effort. The six articles address various aspects of prices which all tangentially affect (or are affected by) brand equity. Each of these articles is based on research finds that add to our knowledge of how prices and brands are intertwined.
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