Table of contents
Is there a strategy behind buying advertising time and space?
Herbert Jack RotfeldThe purpose of this paper is to note the advertising business overspending on advertising messages that is often done with minimal consideration to the impact or effects of many…
An investigation of the new generic consumer
Ram Herstein, Sigal TifferetThis research is designed to characterize new generic consumers and assess their willingness to purchase generic brands in non‐generic product categories.
Globalization, expectations model of economic nationalism, and consumer behavior
Syed H. AkhterThe goals of the paper are to propose, measure, and empirically test the expectations model of economic nationalism. The model posits that economic nationalism is reflected in…
Teen perceptions of disclosure in buzz marketing
Roshan D. Ahuja, Tara Anne Michels, Mary Mazzei Walker, Mike WeissbuchThis study aims to investigate teenagers'perceptions about buzz marketing and the issue of disclosure.
“GROw”ing up: tweenagers' involvement in family decision making
Julie Tinson, Clive NancarrowPractitioners in particular have noted that kids are growing older younger (KGOY) and academic research has in parallel shown that children are becoming more involved in the final…
The effects of risk disclosure and ad involvement on consumers in DTC advertising
Constantina Kavadas, Lea Prevel Katsanis, Jordan LeBelThe importance of consumer involvement is well recognized in marketing theory, but has been absent from past inquiries in consumers' processing of DTC advertisements. The authors…
South Africa poised to become a loyalty marketing gem
Deon OlivierThis paper aims to examine the emergence of South Africa as a potential growth market for loyalty marketing strategies. A developing black middle class represents an under‐served…
ISSN:
0736-3761Online date, start – end:
1984Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditors:
- Neel Das
- Mujde Yuksel