Table of contents
Misplaced marketing: Why television is the “wrong” environment for public service advertising campaigns
Joyce M. WolburgNotes that research has shown that advertising efforts to promote social causes rarely reach meaningful levels of effectiveness. Points out that while the media provide the right…
When conspicuous consumption becomes inconspicuous: the case of the migrant Hong Kong consumers
Ed Chung, Eileen FischerHong Kong is often portrayed as a society where conspicuous consumption rules. We wanted to find out whether this peculiar consumer behavior would still be transparent among Hong…
Building customer relationships online: the Web site designers’ perspective
Gary L. GeisslerTo date, most published work concerning effective Web site design has been based on personal opinion or experience, not on research. Uses 50 in‐depth interviews with Web site…
Targeting consumers who are willing to pay more for environmentally friendly products
Michel Laroche, Jasmin Bergeron, Guido Barbaro‐ForleoConcerns related to the environment are evident in the increasingly ecologically conscious marketplace. Using various statistical analyses, investigats the demographic…
Urban legends: diffusion processes and the exchange of resources
D. Todd Donavan, John C. Mowen, Goutam ChakrabortyIn this research urban legends are viewed as diffusing through the consumer environment as part of a resource exchange process. Using the 3M model to develop categories of…
ISSN:
0736-3761Online date, start – end:
1984Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditors:
- Neel Das
- Mujde Yuksel