Advertising effectiveness has always been difficult to measure due to its complicated impact on the bottom line. The emergence of new channels of communication such as social media, mobile and search has further complicated matters. At the same time, marketers are facing increasing pressure to...

Purpose – The purpose of this paper is to determine the responses of women college students to discount stores and category killers in terms of the importance of seven‐store characteristics as well as their expectations for these attributes. Another purpose was to determine differences, if...

Points out that since consumers are seldom familiar with all the competing brands or the attributes of these brands, brand uncertainty exists in every market. Presents theoretical and empirical evidence from several disciplines to demonstrate that brand uncertainty affects brand attitudes and...

In this research urban legends are viewed as diffusing through the consumer environment as part of a resource exchange process. Using the 3M model to develop categories of analysis, a content analysis of 100 urban legends was conducted. Three categories of variables were coded: the resource...