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Although the soap opera as a television genre has consistently captured the imagination of millions of people around the world, surprisingly little has been written about it in the marketing literature. Understanding the consumption imagery in soaps may allow marketers to assess the relevance of...

The CBBE (Consumer Based Brand Equity) model has been invariably used to evaluate the performance of brands in different types of products such as tourism, etc. Not much has been done to compare how brands fare using the model as a theoretical framework. The aim of this paper is to examine the...

In recent years, the product placement industry has seen a significant boom. The growth of product placement continues as media seeks funding and branded products vie for increased audience attention. Because of the increased product placement, there are many studies that examine the attitudes...

Product placement, or placing brands in movies, is a widely recognized practice that dates from the 1980s. This study is a content analysis of product placement in 15 Bollywood and 15 Hollywood movies from 2005 to 2009.Statistical tests showed that there were a significantly higher number of...

Die Nutzung des Internet zur Vermarktung und zum Vertrieb von touristischen Produkten hat seit den neunziger Jahren ein rasantes Wachstum erfahren und dazu geführt, dass im Bereich des internetbasierten Tourismus eine besonders ausgeprägte Konkurrenzsituation zwischen den Anbietern...

Electronic retail firms experience high customer turnover, frequent customer switching and complaint behavior which can be attributed to their focus on immediate brand sales with minimal focus on customers’ individual personalities and value perception. The study examined the moderating effect...

The aim of this paper is to explore how retail store image is perceived by consumers from different cultural backgrounds and with different degrees of awareness and experience of the retailer. The subject is IKEA, a retailer recognized as having a global approach to the markets in which it...