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Rios, Rosa E.; Riquelme, Hernan E. - In: Marketing Intelligence & Planning 26 (2008) 7, pp. 719-742

Purpose – The purpose of this paper is to determine if the traditional approach to measuring brand equity applies to online companies. Design/methodology/approach – This objective is pursued by: developing a measurement model of brand equity for online businesses; and testing the nomological...

Persistent link: https://www.econbiz.de/10014946135

Evaluating viral marketing: isolating the key criteria

Cruz, Danilo; Fill, Chris - In: Marketing Intelligence & Planning 26 (2008) 7, pp. 743-758

Purpose – There has been little evidence of any work undertaken to measure the effectiveness of viral marketing campaigns. This paper aims to report on research undertaken to determine the key criteria that viral marketing practitioners believe should be used to measure the success of viral...

Persistent link: https://www.econbiz.de/10014946136

Engaging the purchase motivations to charm shoppers

Miranda, Mario J. - In: Marketing Intelligence & Planning 27 (2009) 1, pp. 127-145

Purpose – The purpose of this paper is to give retailers an insight into consumers' capacity for feeling pleasure associated with specific purchase motivations across different product categories. Design/methodology/approach – A hedonic regression model was estimated from data collected from...

Persistent link: https://www.econbiz.de/10014946141

A cross‐cultural comparison of individualism's moderating effect on bonding and commitment in banking relationships

Dash, Satyabhusan; Bruning, Ed; Ku Guin, Kalyan - In: Marketing Intelligence & Planning 27 (2009) 1, pp. 146-169

Purpose – The purpose of this paper is to describe a cross‐cultural study which examined individualism's moderating effect on the relationship between bonding and commitment between banks and their corporate clients. Design/methodology/approach – Data were collected through surveys...

Persistent link: https://www.econbiz.de/10014946146

University course selection and services marketing

Brown, Claire; Varley, Peter; Pal, John - In: Marketing Intelligence & Planning 27 (2009) 3, pp. 310-325

consumer buying process with a particular emphasis on the final stage of the process namely that of the purchase decision … Admissions Service system is critically interrogated. “Moments of truth” are seen to be critical in many students' decision to … choose a specific university course. University personnel need to be mindful that the decision process is two way and takes …

Persistent link: https://www.econbiz.de/10014946154

“Green” segmentation: an application to the Portuguese consumer market

do Paço, Arminda; Raposo, Mário - In: Marketing Intelligence & Planning 27 (2009) 3, pp. 364-379

Purpose – The purpose of this paper is to identify distinct market segments based on several environmental variables. Given the complexity and the range of variables that may determine the characterisation of these groups, as was made evident in the literature review, it was decided to focus...

Persistent link: https://www.econbiz.de/10014946156

Spotting the disguises and masquerades : Revisiting the boundary between editorial and advertising

Dix, Steve; Phau, Ian - In: Marketing Intelligence & Planning 27 (2009) 3, pp. 413-427

consumers deviate from the industry perspective. Such insights offer a useful yardstick to assist advertising decision makers on …

Persistent link: https://www.econbiz.de/10014946158

Anthropology and ethnography: contributions to integrated marketing communications

Mendez, Claudia - In: Marketing Intelligence & Planning 27 (2009) 5, pp. 633-648

Purpose – The purpose of this paper is to explore the ways in which anthropological research, specifically ethnography, can be useful in an integrated marketing communication (IMC) approach. Design/methodology/approach – Starting from a brief description of the different ways in which the...

Persistent link: https://www.econbiz.de/10014946171

Structural determinants of household art expenditure

Jiang, Jianfeng - In: Marketing Intelligence & Planning 27 (2009) 6, pp. 805-817

Purpose – The purpose of this paper is to empirically investigate the influences of sociodemographic (SD), environmental, and marketing mix variables on household art expenditure. Design/methodology/approach – Using the latest US census data collect from 140 metropolitan statistical areas,...

Persistent link: https://www.econbiz.de/10014946181

Never tickle a sleeping bookworm: how readers devour Harry Potter

Patterson, Tony; Brown, Stephen - In: Marketing Intelligence & Planning 27 (2009) 6, pp. 818-832

Purpose – Harry Potter is one of the world's most remarkable marketing phenomena. The purpose of this paper is to reveal that consumers interact with the Potter brand in a variety of ways, ways that parallel the four archetypal houses at Hogwarts School of Witchcraft and Wizardry....

Persistent link: https://www.econbiz.de/10014946182