Journal of Consumer Marketing: Volume 10 Issue 3

Strategic green marketing

Stephen W. McDaniel, David H. Rylander

Argues that “Green Marketing” is taking shape as one ofthe key business strategies of the future, and that the increasingenvironmental consciousness makes it incumbent on consumer…

Managing brand extension

Byron M. Sharp

Examines the inherent risks of brand extension alongside empiricalevidence of the success rates of brand extensions compared withbrand‐name product launches. Concludes that the…

The relationship of reputation and credibility to brand success

Paul Herbig, John Milewicz

Considers the importance of a firms′ reputation to the success orfailure of its brands; the effect on the firm′s brand when a firm′sreputation decays; how important it is for a…

Female nudity: attitudes towards the ad and the brand, and implications for advertising strategy

Michael S. LaTour, Tony L. Henthorne

Explores gender specific attitudes toward the ad and attitudestoward the brand under varying degrees of female nudity in ad treatmentconditions. Shows that while female nudity is…

Husband‐dominant, wife‐dominant, joint: a shopping typology for baby boom couples

Marilyn Lavin

Argues that to design optimal product, promotion, pricing anddistribution strategies, marketers of goods and services used by marriedcouples must understand how spouses allocate…

Gerontrographics: a scientific approach to analysing and targeting the mature market

George P. Moschis

Presents a new way of segmenting the mature market. Develops asegmentation model based on research in various disciplines and usesdata from several studies to validate it…