Price fairness perceptions refer to consumers’ evaluative judgements of whether a price or pricing process is just, reasonable and equitable. These perceptions arise from comparisons between actual ...

Brand perception today has an increasingly immense influence on consumer behavior and market positioning. Defined as the collective opinions, beliefs and emotions held by consumers toward a brand, ...

This video explores the rising trend of “Nothing Marketing” and how brands are using minimal messaging, silence, and ...

Risk perception in tourism refers to the subjective evaluation by travellers of potential hazards—ranging from health threats and natural disasters to political unrest and terrorism—and the extent to ...

One of Nigeria’s leading marketing communications professionals and Group Chief Executive Officer of Prima Garnet Africa, ‘Lolu Akinwunmi, has underscored the critical role of consumer psychology in ...