Emerald
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The Handbook of Field Marketing: A Comprehensive Guide to Understanding and Outsourcing Face‐to‐face Direct Marketing
Emerald - Tập 19 Số 1 - Trang 67-68 - 2010
Understanding Customer Abilities in Product Concept Tests
Emerald - Tập 3 Số 1 - Trang 48-57 - 1994
Judicious application of concept tests to specific situations contributes not
only to the success of the product but also to the success of the product
manager. Recognizing respondent limitations helps product managers estimate risk
of product failure as well as explain failure to higher management. Respondents
have limited ability to keep track of large numbers of items. New situations
make categ...
Antecedents of intention to purchase mass customized products
Emerald - Tập 20 Số 4 - Trang 316-326 - 2011
PurposeThis paper seeks to empirically identify factors influencing Chinese
consumers' intention to purchase customized desk top (PC for short) and their
effect levels.Design/methodology/approachSurvey and structural equation modeling
techniques were used.FindingsThis research finds that: attitude toward
purchasing customized PC, followed by self‐confidence, and subjective norm
influence behaviora...
Brand Aid: An Easy Reference Guide to Solving Your Toughest Branding Problems and Strengthening Your Market Position
Emerald - Tập 13 Số 1 - Trang 64-64 - 2004
Does brand trust matter to brand equity?
Emerald - - 2005
PurposeThe most recent literature on competitive advantage views brand equity as
a relational market‐based asset because it arises from the relationships that
consumers have with brands. Given the fact that trust is viewed as the
corner‐stone, as well as one of the most desirable qualities in any
relationship, the objective of this study is to analyze the importance of brand
trust in the developme...
Branding Food Endorsement Programs:
Emerald - - 1994
Reviews the Australian National Heart Foundation′s “Pick the Tick” food
endorsement program. The program is seen by the Foundation as part of its
mission to promote the kind of healthy living that is conducive to improving the
heart health of all Australians and reducing disability and premature death from
heart and blood vessel disease. In this article the program is not evaluated in
those terms ...
The effects of product digitalization and price dispersion on search intentions in offline versus online settings: the mediating effects of perceived risks
Emerald - - 2009
PurposeThe purpose of this paper is to examine how a product‐related variable
like digitalization and a market‐related variable like price dispersion might
differentially influence consumer search intentions across offline versus online
shopping interfaces, and how this relationship might be mediated by consumers'
perceived risks. Prior research findings are extended and examines how the
perceived...
A data‐driven modeling approach to product level decision support
Emerald - Tập 6 Số 2 - Trang 130-142 - 1997
The marriage of new scanner‐type data sources and new computing and analysis
methods is allowing a new approach to the development and use of models for
decision support and product line management. Data‐driven modeling describes a
process of model‐building wherein models are created that fit the dynamics of
the data rather than assuming a priori relationships among brands and their
marketing mix ...
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