From the viewpoint of internal marketing, employees who are content in their job may be motivated to satisfy their customers better than ones who are not content. Another relevant premise is that the content employees, because of their work motivation, would eventually help improve the...

This article presents two studies that investigate whether or not sensory appeal preferences in advertisements affect brand attitude. Study 1 seeks to discover empirically whether self-referencing and positive affect mediate sensory appeals to influence consumers' attitudes toward a brand, and...

Purpose: The purpose of this paper is to examine whether the corporate social responsibility (CSR) image of a firm is influenced by consumer citizenship and the consumer’s involvement in CSR and the extent to which this affects purchase intention. Design/methodology/approach: A total of 304...

In order to quantitatively target media to markets, media planners need a data base that contains both target market membership and media usage variables. In the absence of single-source data, containing both kinds of variables, researchers have sought to synthesize, or integrate, these data...