Industry WIKI

Brand equity, in marketing, is the worth of a brand in and of itself – i.e., the social value of a well-known brand name. The owner of a well-known brand name can generate more revenue simply from brand recognition, as consumers perceive the products of well-known brands as better than those of lesser-known brands.

Co-creation, in the context of a business, refers to a collaborative product or service design process in which consumers directly participate in ideation, development, and value creation. Unlike passive customer feedback mechanisms such as surveys or post-launch reviews, active co-creation involves continuous, direct customer collaboration throughout the design and development lifecycle

Economic materialism, known colloquially simply as materialism, is a personal attitude that attaches importance to acquiring (and often consuming) material goods. The use of the term "materialistic" to describe an individual's personality or a society tends to have a negative or critical connotation. Rarely also called acquisitiveness, it is often associated with a value system that rega

In the field of consumer behavior, an impulse purchase or impulse buying is an unplanned decision by a consumer to buy a product or service, made just before a purchase. One who tends to make such purchases is referred to as an impulse purchaser or impulse buyer. Research findings suggest that emotions, feelings, and attitudes play a decisive role in purchasing, triggered by seeing the p

A reference price (RP) is the price that a purchaser announces that it is willing to pay for a good or service. It is used by high-volume purchasers to inform suppliers.

A seeding trial or marketing trial is a form of marketing, conducted in the name of research, designed to target product sampling towards selected consumers. In the marketing research field, seeding is the process of allocating marketing to specific customers, or groups of customers, in order to stimulate the internal dynamics of the market, and enhance the diffusion process. In medicine

SERVQUAL is a research tool that measures customer perception of service quality by comparing what customers expect from a service to their assessment of the service actually delivered. The instrument was developed in the United States in the mid-1980s by researchers A. Parasuraman, Valarie Zeithaml, and Leonard L. Berry, and is designed for use in after-service evaluation processes. It