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...

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...

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,...

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....

Purpose – The purpose of this paper is to examine the role of consumer shopping orientations on consumer's channel choice, cross‐channel shopping behavior, and shopping outcomes. Design/methodology/approach – Using multiple sources of data including surveys of store, web, and...

Purpose – The purpose of this paper is to identify those attributes of created and evolved retail agglomeration formats that have a substantial impact on overall attractiveness from the consumers' point of view. From an agglomeration management perspective primary areas of concern are...

Purpose – The purpose of this paper is to explore the relationships among demographic factors (gender, age, education, and income), consumer traits (technology anxiety, need for interaction, and technology innovativeness), and intention to use retail self‐checkouts....