A variety of psychological and brand-related consequences are connected to customer advocacy. The possible processes behind these correlations are yet not fully understood. The purpose of this study is to investigate the relation that exists between customer advocacy and brand loyalty in the...

This research investigates environmental attitudes among consumers in three countries: The United States of America, Kuwait and Turkey. The choice of the three countries is based on levels of income and economic development. The focus of this study is exploring characteristics of consumers...

The majority of popular simulated test marketing models (STM) are calibrated against empirical data obtained from the mature markets of North America and Western Europe. Not surprisingly, these models achieve much lower accuracy when directly applied in relatively unexplored emerging markets,...

Advertising pre-testing (or copy testing) is often employed in sales forecasting. It helps to quantify the impact of advertising on generating awareness, trial and repeat purchases. This paper reviews existing copy testing practices and makes some practical recommendations in the context of...

Simulated test marketing (STM) is a quantitative technique used to forecast new product sales, one of the most validated tools in all marketing research. Forecasting awareness is an important stage in that process, one critical to STM performance. Awareness models incorporated into popular STMs...

Nowadays, the world’s leading manufacturers of fast moving consumer goods (FMCG) generate up to 50% of their revenues in emerging markets. Simulated test marketing (STM) is a common practice employed by these companies to forecast new product sales. Nonetheless, emerging markets represent only...

This study empirically examines the relationship between Brand Equity (BE) as the independent variable and Purchase Intention (PI) as the dependent variable in relation to branded baby soaps selectively. While both the variables individually have high level attributes of the customers, the...

In two studies, we investigate how differences in self-construal patterns affect preferences for consumption symbols through the process of self-expression. The results of Study 1 demonstrate that individuals with a dominant independent self-construal bold attitudes that allow them to express...

We focus on three critical areas of future research on regulatory fit. The first focuses on how regulatory orientation gets sustained. We argue that there are two distinct approaches that bring about the 'just right feeling': (1) process-based (involving the interaction between regulatory...