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implications. Essay One examines the effectiveness of one ubiquitous marketing tactic--employees' (positive) affective display (EAD …
Persistent link: https://www.econbiz.de/10009430897
The purpose of this study was to determine the incentives of companies in either sponsoring or not sponsoring professional sports teams. The review of literature regarding the identification of incentives to sponsor professional sports teams revealed a lack of attention to this aspect....
Persistent link: https://www.econbiz.de/10009430922
The focus of this research is on the role of manufacturer brands for resellers within retail channels. This topic is important because of the strategic value of manufacturer brands and the increasing influence of resellers within channels of distribution. Much of the branding research has...
Persistent link: https://www.econbiz.de/10009431017
Network strategy in the New Zealand wine industry: how firms in an industry understand and use their business relationshipsThis theory-building study offers new theoretical explanations for how and why companies within a case industry use relationships in their strategies. Using qualitative data...
Persistent link: https://www.econbiz.de/10009431018
The present research investigates the (1) conceptualization and operationalization of Service Value, and (2) the causal ordering of the plethora of constructs identified in the literature believed to influence the formation of Purchase Behaviors in service settings. Data is collected from...
Persistent link: https://www.econbiz.de/10009431352
While there is considerable theoretical and empirical research in the marketing ethics literature, a major void exists … relationships among unethical marketing actions, and model the underlying structure of these perceptions. …To develop formal representations of how consumers cognitively structure their views of marketing ethics, a sample of …
Persistent link: https://www.econbiz.de/10009431359
In many markets sellers have to make decisions on the rate of price change for a product. Prices can be increased or decreased by making a single large change, or as by making multiple smaller changes over time, leading to the same final price. The concern of sellers is the consumer response, in...
Persistent link: https://www.econbiz.de/10009431361
The impetus for the current study was to provide empirical verification for the supposition that firms which exhibit high levels of market-orientation are the better performing firms. Prior to this study only one investigation empirically supported the relationship (Narver and Slater 1990). The...
Persistent link: https://www.econbiz.de/10009431363
sphere of gender which is a critical factor in developing sales and marketing strategy and commonly used as a basis for … sphere of gender which is a critical factor in developing sales and marketing strategy and commonly used as a basis for …
Persistent link: https://www.econbiz.de/10009431365
Manufacturers spend more than $60 billion per year on consumer sales promotions, or $3 billion more than is spent on advertising. Conventional wisdom dictates that, for optimal efficiency, sales promotions should be developed to appeal to the heavy users of the product category. There is little...
Persistent link: https://www.econbiz.de/10009431371