Journal of Consumer Marketing
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Các bài báo tiêu biểu
Using multiple methods to identify theme lines for media marketing campaigns to promote Medicare information sources
Tập 23 Số 6 - Trang 351-356
– The purpose of this study is to use multiple consumer research methods to
examine perceptions of theme lines for media campaigns to promote awareness of
Medicare information sources., – Participants were senior Medicare
beneficiaries, their informal family caregivers, and coming‐of‐agers who will
shortly be eligible for Medicare. To permit comparisons among methods, both
qualitative focus groups...
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 ...
Christmas gift giving involvement
Tập 23 Số 5 - Trang 283-291
– The act of giving a gift at Christmas is a form of consumption that invokes
different levels of involvement. The purpose of this paper is to explore and
measure involvement in parental Christmas gift giving and giving branded items
as gifts., – The required information was gathered via a self‐administered
survey method distributed to parents with at least one child between the ages of
three and ...
A perceptual approach to understanding user-generated media behavior
Tập 30 Số 1 - Trang 4-16
– As the pervasiveness of blogging becomes comingled in personal and corporate
lives, companies are harvesting useful information from user-generated media. It
appears that user-generated media (e.g. blogs, among others) has become an
increasingly important way for companies to connect with customers. Though
blogging activity is a fast emerging phenomenon, however, to date only a handful
of resear...
FROM SELLING TO SALES MANAGEMENT: A DEVELOPMENTAL MODEL
Tập 1 Số 3 - Trang 43-52
Despite the importance of developing sales personnel to become sales managers,
virtually no attention has been given to this topic in the sales management
literature. This paper presents a model that sales executives can use in
developing potential sales managers. Valuable sales management skills are
identified and methods for providing skill development are offered.
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...
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...