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Asymmetric effects of brand origin confusion
Emerald - - 2008
GuijunZhuang, XuehuaWang, LianxiZhou, NanZhou
PurposeThe purpose of this study investigates the asymmetric effects of brand origin confusion (BOC) on consumer preference and the purchase of local versus foreign brands in China. Drawing on the general country‐of‐origin (COO) literature and recent developments in brand‐origin studies and the emerging market phenomenon gl...... hiện toàn bộ
Personal uses and perceived social and economic effects of advertising in Bulgaria and Romania
Emerald - Tập 24 Số 5 - Trang 539-562 - 2007
DanPetrovici, SvetlaMarinova, MarinMarinov, NickLee
PurposeThe objective of this paper is to uncover the underlying dimensions of, and examine the similarities and differences in, personal uses of advertising, perceived socio‐economic effects of advertising, and consumer beliefs and attitudes toward advertising in Bulgaria and Romania. Moreover, it aims to identify the relat...... hiện toàn bộ
Korean Importer Perceptions of US and Japanese Industrial Goods Exporters
Emerald - Tập 9 Số 2 - 1992
Frederic B.Kraft, Kae H.Chung
US firms must improve their ability to respond to Japanese competition when marketing in Asian markets such as Korea. Previous studies of import purchasing have focused primarily on foreign buyers′ perceptions of exporting countries′ products and associated marketing mix components. Examines the relative importance of these product offer variables in conjunction with a set of non‐marketing...... hiện toàn bộ
Consumer attitudes towards Internet advertising
Emerald - Tập 14 Số 5 - Trang 362-375 - 1997
MaryEllen Gordon, KathrynDe Lima‐Turner
Advertising on the Internet can be viewed as a social contract between advertisers and Internet users. The attributes comprising this contract are: access to advertisements, placement of advertisements, message, influence on fee, and information collection. Examines empirically the tradeoffs consumers make among the attributes in the social contract using an online survey analysed through ...... hiện toàn bộ
The internationalization speed of e‐commerce companies: an empirical analysis
Emerald - Tập 22 Số 6 - Trang 693-709 - 2005
YadongLuo, JohnHongxin Zhao, JianjunDu
PurposeThis study aims to explain the internationalization speed of e‐commerce companies (ECCs).Design/methodology/approachBased on the archive data of the American ECCs, the study used multiple regression analysis to estimate the...... hiện toàn bộ
Towards the Fifth‐generation Innovation Process
Emerald - Tập 11 Số 1 - Trang 7-31 - 1994
RoyRothwell
The growing complexity and pace of industrial technological change are forcing firms to forge new alliances and to respond more efficiently to market changes. This process is leading some companies towards more strategically directed integration within external agencies. Some are also adopting a sophisticated electronic toolkit in their design and development activities. These leading edge...... hiện toàn bộ
Applying intelligent cultural networks to marketing analysis
Emerald - - 2009
YiWang
PurposeIn the real world, an occurrence of an event is often affected by a large number of potential factors. The purpose of this paper is to identify causal factors hidden in the data and discover the underlying causality from the observed data.Desig...... hiện toàn bộ
Cultural closeness as a facet of cultural affinity
Emerald - Tập 16 Số 3 - Trang 182-201 - 1999
Jonathan S.Swift
Deals with the relationship between cultural closeness and cultural affinity. The basis of the research is that a correlation exists between the level of affinity (or “liking”) executives feel for a foreign culture, and the extent to which they feel psychologically close to that culture. Findings indicate a moderate level of correlation between cultural closeness and cultural liking (r = 0...... hiện toàn bộ
Research note: marketing accounting services
Emerald - Tập 12 Số 6 - Trang 68-81 - 1995
N.C.Mangos, B.H.Roffey, J.A.Stevens
Reviews research on marketing attitudes, strategies and effectiveness of marketing tools in accounting firms in the USA, UK, Hong Kong and Australia, and compares the findings with a recent multiple case study of Australian accounting firms. The Australian study analysed firms′ use/non‐use of marketing plans, image development strategies and image perception, network/ referral strategies, ...... hiện toàn bộ
Measuring the impact of research
Emerald - Tập 27 Số 1 - 2010
RebeccaMarsh
Tổng số: 187   
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