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...
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 ...
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...
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
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...
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 ...
Spot the difference: consumer responses towards counterfeits
Tập 18 Số 3 - Trang 219-235
Examines consumers’ motivation for buying counterfeits or pirated goods. The
findings indicated that, compared to those who did not buy pirated music CDs,
those who bought the counterfeits viewed such purchases as less risky, and
trusted stores that sell counterfeits more. They did not see counterfeits as too
unfair to singers or the music industry, thought they benefit the society more,
and did n...
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...
Compulsive comorbidity and its psychological antecedents: a cross‐cultural comparison between the US and South Korea
Tập 21 Số 6 - Trang 418-434
Compulsion to buy is an important but neglected aspect of consumer behavior.
This research uses cross‐cultural data from the USA and South Korea to study
compulsive consumption behavior by focusing on individual factors. Three
compulsive consumption behaviors (i.e. compulsive buying, compulsive substance
abuse, and compulsive gambling/lottery play) are analyzed via structural
equation modeling. Th...