The Hispanic market is growing and changing, providing a vital and necessary marketplace for a wide variety of products. Analyses the Hispanic market in the USA, concentrating on advertising. Identifies the Hispanic market through demographic analysis, reviews the manner in which advertisers...

Discusses the various steps in differential pricing and integrates the economics of differential pricing with the marketing perspective. Explains the concept of differential pricing with the help of a mathematical model, and illustrates the use of differential pricing by using an example from...

Previous research studies on generic products focus mainly on mature markets such as the USA. These studies measure consumer perceptions of all generic products as a whole, with respect to price and quality. With the passing of the NAFTA, retailers’ interest in the relatively young Mexican...

In the ever‐changing electronic environment of the twenty‐first century, price is one of the key strategic elements that is often overlooked by firms. The paper addresses differential pricing in business‐to‐consumer electronic commerce, in particular differential pricing for hotel...

Our purpose is to extend affinity theory in construct domain, scale development, model testing and by discerning affinity and animosity.

Previous studies of corporate reputation have either confirmed its existence as an influence agent or described in general terms its effects on other attributes (quality, price, advertising, etc.). The competitive credibility model of reputation building is formulated and tested through...

A preannouncement is a formal, deliberate, publicly‐issued communication given before an actual event. Preannouncements are an increasingly applied concept of communication whereby a company shares information with an audience or group some weeks, months, or years before its formal...

Explores the influence of Japan’s culture on its innovative strengths and weaknesses. Indicates that Japan is good at evolutionary and process innovation but not so hot on inventing. Links this to Hofstede’s cultural dimensions, comparing Japanese with US results. Attempts to link Japanese...

Talks about the cultural aspects of negotiating in China and compares this with Western approaches. Focuses on cultural factors (and the dominant role of Confucianism), followed by steps in the negotiating process. Explains Confucian ethics and how that translates into everyday behaviour of how...