Changing economic epi-centre from the west towards the east is accompanying the luxury goods markets and the emerging Chinese market is becoming impossible to overlook for the luxury goods brands. Potential purchasers buying process of conspicuous and hedonic values enabled Luxury goods differ...

In this exploratory piece, we set a conceptual basis for further empirical work on cyber identity theft. To do this, we introduce three classification schemes (i.e., methods used by the thieves; time frame of the theft; behavioral responses by victims) that synthesize conceptualizations of...

In 2004, we began to gather data during the second year of a professional cycling event in an effort to conduct a set of empirical studies on effective methods of sports sponsorship and event marketing. Specifically, from 2004 to 2008, we conducted survey research at the five Tour de Georgia...

In this chapter, I focus on womens’ gift-exchange, namely gift-giving, in the romantic context of a holiday event — Valentine’s Day. It is an especially valuable context for studying consumption phenomena for several reasons. For one, it is a holiday where gender roles are highlighted...

From fantasy football to virtual professors, the Internet is a key concept in marketing education — and the learning process. This literature review and gap analysis investigates the recent publications concerning the Internet and marketing education in The Journal of Marketing Education. The...

With an on-site study at a sponsored event, we construct and test competing models to examine the relationship between event attendees, sponsorship, community involvement, and the title sponsor’s brand with respect to purchase intentions. We show that an attendee’s enthusiasm and activeness...

In our attempt to find the quality of a research paper, we are forced, at some point, to choose between qualitative or quantitative methods or to make a magic potion, by mixing the two methods. At the starting point of a great adventure, why not doctoral studies, this article presents a great...

Several organizations have developed ongoing crowdsourcing communities that repeatedly collect ideas for new products and services from a large, dispersed “crowd” of non-experts (consumers) over time. Despite its promises, little is known about the nature of an individual’s ideation...

The industry of olive and olive oil has a sizeable weight in Andalusia since the ancient times. In the period of Roman Betica, the industry was the economic base of some very influential families in the arena of high politics. Hadrian, the emperor, was born in a wealthy family with interests in...