European Journal of Marketing
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Networks: a social marketing tool
European Journal of Marketing - - 2013
PurposeThis research aims to extend the social marketing literature by
considering the network effect as a social marketing tool. The network effect is
seen as complementary to traditional social marketing
tools.Design/methodology/approachThe authors study the implementation of a good
practice, Local Agenda 21 (LA21), in the Basque Country. The empirical test
involves 134 surveys conducted with mu...
Effects of discount framing in comparative price advertising
European Journal of Marketing - - 2012
PurposeThe objective of this paper is to examine the framing effects of discount
presentation format in comparative price advertising in a low‐price and a
high‐price product context. In particular, the authors study whether identical
discounts presented in percentage and absolute terms result in different
consumer perceptions of transaction value and purchase intention. Although price
promotions h...
“Mothers of invention”: maternal empowerment and convenience consumption
European Journal of Marketing - - 2006
PurposeThe paper explores how the complex relationship between consumption and
production evolves as women enact their roles as mothers, and reconstruct their
self‐identity through their use or avoidance of convenience
products.Design/methodology/approachQualitative, individual interviews are used
to allow an in‐depth analysis of the life stories of the group of respondents.
An interpretive analys...
Mail survey response behavior
European Journal of Marketing - - 1998
In addition to proposing an integrated conceptualization of mail survey response
behavior, this article presents an empirical study which examines the potential
of source and appeal variations on response rate, response speed, and response
completeness. The findings of this empirical study are presented and compared to
a similar study for the purpose of validating source and appeal effects on mail...
US Pleasure Travellers′ Perceptions of Selected European Destinations
European Journal of Marketing - Tập 26 Số 7 - Trang 45-64 - 1992
In today′s competitive travel industry, positioning the destination more
effectively in the traveller′s mind has become an increasingly important
strategic issue. The key to this is an understanding of the traveller′s
perceptions of destinations. This study focuses on determining US pleasure
travellers′ perceptions of selected European destinations for touring and
outdoor vacations. The study find...
INTQUAL ‐ an internal measure of service quality and the link between service quality and business performance
European Journal of Marketing - Tập 31 Số 8 - Trang 604-616 - 1997
Looks at the importance of the service sector to national economies with
interest for practitioners and academics. Posits that management has to
determine what actions it needs to undertake to ensure it delivers service
quality.
Exploring consumer brand name equity
European Journal of Marketing - Tập 46 Số 7/8 - Trang 938-951 - 2012
PurposeAcademic literature generally regards the brand name element as central
to consumer brand equity. Unfortunately scant research has been carried out to
justify such a position for established products and services. The purpose of
this study is to address this research gap.Design/methodology/approachA series
of 25 semi‐structured qualitative interviews was carried out with consumers,
explorin...
Foreign women in Japanese television advertising
European Journal of Marketing - - 2012
PurposeAcculturation theory shows how foreign actors have evolved in Japanese
television commercials. If advertising mirrors culture, foreign businesses
trying to advertise products in Japan need to be aware of societal changes and
tailor their messages to the preferences of the local population. This paper
aims to address these issues.Design/methodology/approachContent analysis
explores the chang...
Gender differences in supermarket choice
European Journal of Marketing - Tập 44 Số 1/2 - Trang 267-290 - 2010
PurposeThe purpose of this paper is twofold: to outline and analyse the issue of
gender differences in supermarket choice; and to demonstrate the nascent CaRBS
technique as an appropriate analysis tool on incomplete
data.Design/methodology/approachThe paper presents a CaRBS analysis of
survey‐based data with emphasis on the visualisation of the evidence on the
reasons for supermarket choice in dis...
Is today the right time to buy? Analysis of the factors which shape this opinion
European Journal of Marketing - - 1996
Aims to define the index of consumer sentiment (ICS) and the different aspects
which influence it. To this end, uses the hypothetical starting point that the
subjective perception of the consumer’s economic situation has more to do with
aspects of lifestyle than with socio‐demographic or economic characteristics. To
prove this hypothesis, uses the statistical technique called “logistic
regression”...
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