Table of contents
Misplaced marketing Misplacing the media role in social marketing public health
Hae‐Kyong BangOne example of misplaced marketing is the role of mass media in programs in the marketing of public health initiatives. After many years of mass media oriented campaigns against…
Baby boomers and busters: an exploratory investigation of attitudes toward marketing, advertising and consumerism
James A. Roberts, Chris ManolisThe purpose of the current study was to compare and contrast various marketing‐ and consumer‐related attitudes and behavior across the baby boomer (those born between 1946‐1964…
Gender differences in information search strategies for a Christmas gift
Michel Laroche, Gad Saad, Mark Cleveland, Elizabeth BrowneExamines the underlying determinants of in‐store information search for a Christmas clothing gift, specifically focusing on gender differences. Two non‐personal (general and…
Self‐congruity and product evaluation: a cross‐cultural study
Pascale G. Quester, Amal Karunaratna, Li Kee GohSelf‐image, product image and their combination, self‐congruity, are important concepts in consumer behaviour. They have been hypothesised and found to affect significantly…
Disloyalty: a closer look at non‐loyals
Jennifer Rowley, Jillian DawesSeeks to revisit the theoretical basis for the concept of loyalty through a consideration of the state of “no loyalty”, which we term “disloyalty”. This category is present in the…
ISSN:
0736-3761Online date, start – end:
1984Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditors:
- Neel Das
- Mujde Yuksel