Table of contents
Playing the zero‐sum game with diversity: who's the worthiest of them all?
Joyce M. WolburgThis article confronts the contradictory ideas surrounding diversity and the inconsistent efforts at embracing it. It aims to explore the reasons why marketing, recruitment, and…
A comparison of consumer decision‐making behavior of married and cohabiting couples
Nabil Razzouk, Victoria Seitz, Karen Prodigalidad CapoThe purpose of this article is to compare the consumer decision‐making behavior between married and cohabiting couples.
Impact of status brand strategy on materialism in Thailand
Thirarut Sangkhawasi, Lalit M. JohriThe paper aims to investigate the influence of status brand strategy of Mercedes Benz on materialism.
Consumer opinion and effectiveness of direct‐to‐consumer advertising
Deborah F. Spake, Mathew JosephThe purpose of the paper is to look at the relationship between attitudes toward direct‐to‐consumer (DTC) advertising and its impact on consumer requests for a particular drug.
Consumer reactance against loyalty programs
Mark Wendlandt, Ulf SchraderAlthough relationship marketing has developed into the prevailing marketing paradigm, it frequently encounters resistance from the demand side. Both management practitioners and…
Baby boom consumers and technology: shooting down stereotypes
Jenni Niemelä‐NyrhinenCurrent stereotypes of aging consumers paint a picture of them as technology anxious and reluctant to adopt new technologies. This paper aims to show that the present 50‐to‐60 age…
The COLLOQUY loyalty marketing census: sizing up the US loyalty marketing industry
Rick Ferguson, Kelly HlavinkaThis article aims to examine US loyalty marketing industry size and analyzes growth trends.
ISSN:
0736-3761Online date, start – end:
1984Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditors:
- Neel Das
- Mujde Yuksel