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...

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...

In today’s maturing consumer markets, emphasis is shifting from straightforward sales to a more holistic approach to customer life cycle management, with a stronger emphasis on how sales are generated and service provided all along the customer journey. Effectively managing these different...

Despite the effects of the crisis, several studies show that there has been an increase in cultural production in all the most important western countries over the last twenty years. Nevertheless, the dimensions of the flows of demand are changing: the lowering of the threshold of perceived...

Understanding consumer problems is probably one of the most repeated expression in consumer behavior and marketing literature. Textbooks, trade books, journals, magazines, and other sources of knowledge in these fields stress the relevance of interpreting consumer problems for various marketing...

The purpose of this book is to suggest and evaluate a new approach to market segmentation which enables the researcher to identify a new variable of segmentation: the contextual variable. In detail, this is accomplished by identifying the link between positivist and interpretive paradigm within...

With the proliferation of social media, questions have begun to emerge about its role in providing marketing insights. In this research, we investigate the potential to “listen in” on social media conversations as a means of inferring brand sentiment. Our analysis employs data collected from...