Journal of Consumer Marketing: Volume 15 Issue 6

Using mini‐concepts to identify opportunities for really new product functions

Jeffrey F. Durgee, Gina Colarelli O’Connor, Robert W. Veryzer

Develops and refines a new way to generate and identify opportunities for really new product functions. Considers that the role played by marketing research in really new products…

Consumer equity in relationship marketing

Isabelle Szmigin, Humphrey Bourne

The paper examines the current state of relationship marketing in the consumer services market. It questions whether relationships are mutually beneficial to suppliers and…

Value‐added marketing in the digital domain: enhancing the utility of the Internet

Craig S. Breitenbach, Doris C. Van Doren

The Internet marketing techniques detailed in this article provide tactics to maximize the utility of the Internet as a vehicle for marketing communications. We found that…

Matching products with endorsers: attractiveness versus expertise

Brian D. Till, Michael Busler

The importance of fit between the endorser and the endorsed product has been described as the “match‐up hypothesis”. Much “match‐up hypothesis” research has focused on physical…

Motivations for franchisors to use flat continuing franchise fees

Lorelle Frazer

This paper compares the use of flat continuing franchise fees or royalties with percentage‐based continuing franchise fees in Australian franchises. The population of Australian…

Case study: strategic alliances in international franchising ‐ the entry of Silver Streak Restaurant Corporation into Mexico

John Hadjimarcou, John W. Barnes

The study examines the process of international market expansion by a relatively new and small franchisor. Particular emphasis is placed on the company‘s efforts to identify a…