The influence of consumption situation and product involvement over consumers' use of product attribute. High discounts can lead customers who do not know the regular price to believe it is higher than it is. Many customers also believe references are exaggerated and do not believe them. The level of discount offered should be determined by the knowledge of customers. The potential success of the major mergers around the world is being questioned by many commentators, academics and executives.
Few mergers focus on customer benefits while all are driven by easy capital and ego.
Building a new culture and maintaining innovation are seen as the stumbling blocks. Many commentators believe there will be a corresponding round of demergers. Nader, R. et al. Building brands online will probably not be the result of banner ads but be through creating a unique interactive experience. Amazon created its brand, not through advertising, but through its unique book browsing, discussion and purchasing experience.