European Journal of Marketing
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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
On Rethinking Marketing: Our Discipline, Our Practice, Our MethodsRethinking marketing should start with answers to three questions: Why
has our discipline made so few original contributions to the strategy
dialogue? Why have we focused on dysfunctional, rather than functional,
relationships, i.e. on unsuccessful marketing practice rather than
successful practice? Why do qualitative studies lack acceptance in
marketing? I suggest that the fact that marke... ...
European Journal of Marketing - Tập 28 Số 3 - Trang 13-25 - 1994
Competitive Reactions to Product Quality Improvements in Industrial MarketsGenerally it is assumed that quality improvements are important tools
for companies to gain a sustainable competitive advantage. The result of
product quality improvements depends, for example on the reaction of
competitors. If competitors react intensively and quickly, the outcome
of a product quality improvement might be different from what was
expected. From an empirical study in The Ne... ...
European Journal of Marketing - - 1994
The influence of culture on advertising effectiveness in China and the USAPresents findings from an empirical study which investigates the effects of different advertising appeals used across cultures. Cultural differences along the individualism‐collectivism dimension are hypothesized to affect people’s reactions to certain advertising appeals. Results indicate that appeals which emphasize individualistic benefits are more effective in the USA than in China. Wh... ...
European Journal of Marketing - Tập 31 Số 2 - Trang 134-149 - 1997
The effect of global leadership on purchasing process outcomesThis study examines the effects of transformational and transactional leadership behaviors on cycle time, customer orientation, and relationship commitment in the purchasing process of a multinational services organization. The focus is on the activities and relationships between the international strategic business units (SBUs) and the corporate buying center leadership of the organizatio... ...
European Journal of Marketing - Tập 32 Số 11/12 - Trang 1029-1050 - 1998
A Profile of UK Manufacturers and West German Agents and DistributorsReports on research conducted during 1988 into the channel
relationships of UK manufacturers and German agents and distributors.
Develops a profile of UK exporting manufacturers and German agents and
distributors. Examines the geographic area of representation by agents
in Germany together with the methods used by UK manufacturers to recruit
their agents and distributors and methods of mot... ...
European Journal of Marketing - Tập 26 Số 1 - Trang 41-51 - 1992
New interactive media: experts’ perceptions of opportunities and threats for existing businessesThe research reported here takes a complementary approach to the direct user/consumer studies, by measuring experts’ perceptions of the likely impact of new interactive media (NIM) on different product markets. This has two benefits. First, it provides a different (and, arguably, better‐informed) perspective on consumers’ likely future response to NIM from the perspective obtained by direc... ...
European Journal of Marketing - Tập 32 Số 7/8 - Trang 616-628 - 1998
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