The study reported in this paper explores the measurement of marketing performance across different business sectors. It concerns the measures collected, their relative importance and whether business characteristics (e.g. firm size, sector) differentiate such practices. The extent to which...

Consumer decision-making involves the evaluation of options either in isolation or in relation to other alternatives present at the environment. According to Hsee’s evaluability hypothesis, it is easier to evaluate product attributes when they are juxtaposed (i.e., presented jointly) than when...

A widely held conception in the marketing literature is to develop consistency and relevancy when communicating brand meaning to consumers. The underlying idea behind traditional theories of persuasive communication suggests that matching the message to consumers’ perceptions and experiences...

Regulation remains a contentious topic between small firms, policy makers, and scholars. Business lobbying organizations persistently claim that regulation acts as a deterrent to economic activity. In contrast, policy makers and some scholars have argued that regulation creates net benefits for...

The impact of relational variables on export performance is tested across two countries—the UK and Australia. The key drivers are shown to he two kinds of commitment: to the market (country), and to the relationship with the distributor, both of which begin with experiential data...

Advertising is often blamed as the, or a, cause of public health problems such as misuse of alcohol or obesity. This paper suggests that the conclusions drawn by researchers owe more to their a priori attitudes than to an even-handed review of the evidence from both sides of the argument. The...