Table of contents
Misplaced marketing The real reason for the real bad advertising
Herbert Jack RotfeldFocuses on “bad” advertising commercials and asserts that such advertising is not because of a lack of creativity, entertainment value or money for production. Bad advertising is…
Collecting and using personal data: consumers’ awareness and concerns
Timothy R. Graeff, Susan HarmonConsumers are becoming increasingly concerned about the privacy of their personal information and information about their purchase behaviors. The current study examines the extent…
Complaint behaviour: a study of the differences between complainants about advertising in Australia and the population at large
Michael Volkov, Debra Harker, Michael HarkerAdvertising expenditure has risen globally and in Australia there has been a 2.7‐fold increase in the last ten years. It is suggested that some advertisements may be…
E‐shopping in a multiple channel environment
Carol Kaufman‐Scarborough, Jay D. LindquistIn the present study, the authors propose a segmentation schema based on patterns of e‐browsing and e‐purchasing. We examine self‐reports of browsing and purchasing using five…
Brand Asset Management2: how businesses can profit from the power of brand
Scott DavisWhat do the most powerful corporations in the world – Sony, Disney, Coca‐Cola, for example – have in common? Their success has been driven largely by the strength of their brands…
ISSN:
0736-3761Online date, start – end:
1984Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditors:
- Neel Das
- Mujde Yuksel