Table of contents
Misplaced marketing: Mismanagement of misfocused trade association leaders
Herbert Jack RotfeldFocuses on the mismanagement by trade association leaders who focus on wrong areas. Suggests that they would do well to remember their experience as a member rather than as a…
Customer loyalty and customer loyalty programs
Mark D. Uncles, Grahame R. Dowling, Kathy HammondCustomer loyalty presents a paradox. Many see it as primarily an attitude‐based phenomenon that can be influenced significantly by customer relationship management initiatives…
Parent‐child communications about consumption and advertising in China
Kara Chan, James U. McNealThe current study examines how mainland Chinese parents communicate with their children about consumption and advertising. A survey of 1,665 parents of children aged six to 14 in…
The effect of consumer‐based brand equity on firms’ financial performance
Hong‐bumm Kim, Woo Gon Kim, Jeong A. AnExamines the underlying dimensions of brand equity and how they affect financial performance of hotel firms. The results of this empirical study, using data collected from 12…
The effect of attitude and perception on consumer complaint intentions
Chulmin Kim, Sounghie Kim, Subin Im, Changhoon ShinThe importance of managing dissatisfied consumers has increased because of severe competition from the introduction of new types of stores, such as online shopping. Focuses on…
ISSN:
0736-3761Online date, start – end:
1984Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditors:
- Neel Das
- Mujde Yuksel