Journal of Consumer Marketing
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Các bài báo tiêu biểu
Ten tips to winning at consumer centricity: for retailers and manufacturers
Tập 26 Số 6 - Trang 450-454
– The purpose of this paper is to offer retailers and manufacturers tips on adopting a comprehensive consumer‐centric approach to business in order to maintain a competitive edge in the retail marketplace., – The approach takes the form of exploring the benefits and challenges of adopting a consumer‐centric marketing approach by offering real‐world examples and statistics to retailers and manufact......
Misusing marketing in misleading voters
Tập 21 Số 5 - Trang 299-300
For countless centuries leaders have used external threats as a way of unifying their populations. In these currently troubled times, political marketers can be tempted to take the easy option of following (or even stimulating) uninformed emotion among their voters rather than assuming moral and intellectual leadership. This article describes a recent example of this and highlights the potential p......
The Ownership Quotient: Putting the Service Profit Chain to Work for Unbeatable Profitability
Tập 26 Số 6 - Trang 459-460
University students' perceived susceptibility to alcohol retail sales promotions
Tập 30 Số 3 - Trang 283-294
– The purpose of this paper is to examine the relationship between perceived susceptibility to alcohol retailers' sales promotion strategies and young, female university students' intention to buy alcohol and attitude towards alcohol consumption., – Data were collected from a convenience sample of three universities in three OECD countries with high alcohol consumption per capita: Australia (n=305......
TWO QUESTIONS ALMOST EVERYONE FORGETS TO ASK THEIR ADVERTISING AGENCY
Tập 2 Số 3 - Trang 45-53
Principles cannot improve a creative product. Only increased creativity can improve a creative product. Adherence to certain principles can, however, help increase creativity and insure that the creative people get the information they need in a form they can use. Principles can provide afunctional set of parameters within which the creative process can most productively occur. And by identifying ......
Tạo lợi thế cạnh tranh thông qua việc phân tích các khiếu nại tổng hợp Dịch bởi AI
Tập 11 Số 1 - Trang 15-26
Trong khi nhiều công ty đã phát triển các chương trình để xử lý các khiếu nại cá nhân, thì ít công ty thực hiện các chương trình để phân tích các khiếu nại tổng hợp theo thời gian. Bài báo này nhằm lấp đầy khoảng trống đó và phác thảo một phương pháp để phân tích và quản lý các khiếu nại tổng hợp. Đây là một phần quan trọng của một chương trình quản lý khiếu nại hoàn chỉnh.
#quản lý khiếu nại #phân tích khiếu nại #lợi thế cạnh tranh #chiến lược doanh nghiệp
Integrating science into web design: consumer‐driven web site optimization
Tập 26 Số 4 - Trang 286-298
– This paper sets out to explore different approaches to optimizing web sites based on consumer preferences, introducing the most advanced form of landing page optimization, multivariate landing page optimization, and its variations. The approach aims to allow for the testing of a large number of web page prototypes with consumers and find real optimal solutions on an aggregated, segmented and ind......
Television program involvement and advertising response: some unsettling implications for copy research
Tập 8 Số 4 - Trang 61-74
Considers the long‐standing debate over media effects on
advertising performance, in particular the effects of television
advertising material. Argues that the attentiveness towards involving
programme material, rather than immediately dissipating with the onset
of commercial breaks, remains activated to some extent, producing a
positive effect on commercial performance. Provides a summary of the
......
Green consumer behavior: determinants of curtailment and eco‐innovation adoption
Tập 27 Số 4 - Trang 358-370
– Knowledge of green consumer behavior is important for environmental and business reasons. The purpose of this study is to examine the determinants of green curtailment behaviors and consumer adoption of innovations marketed as green (eco‐innovations), and to analyze factors explaining these two types of green behaviors., – The results from a survey on adopters and non‐adopters (n=1,832) of alter......
Protecting Your Business Image: The Supreme Court Rules on Trade Dress
Tập 11 Số 1 - Trang 50-55
The Supreme Court has made its first ruling on “trade dress”. Trade dress
was defined by the Supreme Court as “...the overall image of the
business”. The Court granted protection to a Mexican restaurant in Texas
and barred a competitor from duplicating its total image. Summarizes the
issues surrounding the intellectual property law element, “trade dress”,
discusses the landmark recent Supreme Cour......