Table of contents
Time and companionship: key factors in Hispanic shopping behavior
J.A.F. NichollsExamines the situational dimensions affecting purchasing behavior of Hispanic customers in a mall at some distance from their neighborhoods. The Hispanic shopper (which would also…
2807
Branding consumer goods: insights from theory and practice
Chiranjeev KohliBranding may be one of the most important decisions made by marketing managers. Since it is done somewhat sporadically, there are no strict guidelines provided by the companies to…
10639
Chinese consumers’ perception of alpha‐numeric brand names
Swee Hoon AngTwo studies were conducted to examine Chinese consumers’ responses to alpha‐numeric brand names. Results to the first study found that certain letters and numbers were considered…
2957
The real‐time response survey in new product research: it’s about time
Lynn R. KahleThe real‐time response survey can be viewed as a dialectic elaboration of the focus group and the sample survey, incorporating some of the advantages of each and producing a…
1154
ISSN:
0736-3761Online date, start – end:
1984Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditors:
- Neel Das
- Mujde Yuksel