Table of contents
Misplaced marketing “Mine is the blue one on the left”: function and dysfunction of pharmaceutical brand names
Herbert Jack RotfeldLooks at the use of brand names in the pharmaceutical industry in comparison with generic versions. Gives a brief history of brand name development. Concludes that brand names for…
Non‐functional motives for online shoppers: why we click
Andrew G. ParsonsThis study applies Tauber’s personal and social motives, as representative of Sheth’s non‐functional motives for shopping, to Internet shoppers. Two studies are conducted; in the…
Profiling later aged female teens: mall shopping behavior and clothing choice
Susan Lee Taylor, Robert M. CosenzaRetailers agree that segmenting and developing an understanding of target segments are important inputs to differentiating products and enhancing shopping propensity. Most…
Web vs campus store? Why students buy textbooks online
Brooke E. Foucault, Dietram A. ScheufeleThis study proposes and tests several social and perceptual motivations for shopping online. Using online textbook purchasing as a model, we outline predictors of online…
Systematic variation in purchase orientations across social classes
Paul HenryIt is well established that consumers employ purchase criteria that can be characterized as either more functionally oriented or more expressively oriented, depending on the…
ISSN:
0736-3761Online date, start – end:
1984Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditors:
- Neel Das
- Mujde Yuksel