European Journal of Marketing
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Networks: a social marketing toolPurpose This 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/approach...
European Journal of Marketing - - 2013
Effects of discount framing in comparative price advertisingPurpose The 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 perceptio...
European Journal of Marketing - - 2012
“Mothers of invention”: maternal empowerment and convenience consumptionPurpose The 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/appr...
European Journal of Marketing - - 2006
Mail survey response behaviorIn 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... ...
European Journal of Marketing - - 1998
US Pleasure Travellers′ Perceptions of Selected European DestinationsIn 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 st... ...
European Journal of Marketing - Tập 26 Số 7 - Trang 45-64 - 1992
INTQUAL ‐ an internal measure of service quality and the link between service quality and business performanceLooks 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.
European Journal of Marketing - Tập 31 Số 8 - Trang 604-616 - 1997
Exploring consumer brand name equityPurpose Academic 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. ...
European Journal of Marketing - Tập 46 Số 7/8 - Trang 938-951 - 2012
Foreign women in Japanese television advertisingPurpose Acculturation 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 ...
European Journal of Marketing - - 2012
Is today the right time to buy? Analysis of the factors which shape this opinionAims 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 reg... ...
European Journal of Marketing - - 1996
Tổng số: 334
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