Posits that to minimize new‐product miscues, executives must understand more than the marketplace. They also must understand how behavioral forces shape new‐product decisions and the lethal traps that lie along the path leading from a product′s inception to its successful...

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...

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...