Table of contents
Mistaking demographic segments for people: another source of customer abuse
Herbert Jack RotfeldThe article's purpose is to note the misuse of the planning tool of segmentation for a priori improper judgments of individual customers when sales staff in stores treat men and…
The effect of framing on willingness to buy private brands
Eyal Gamliel, Ram HersteinThis research seeks to demonstrate the effect of framing on consumers' willingness to buy private brands.
Tweens and new media in Denmark and Hong Kong
Lars P. Andersen, Birgitte Tufte, Jeanette Rasmussen, Kara ChanThe purpose of this paper is to present a study that compares ownership and usage of new media among young “tween” consumers in Denmark and Hong Kong. Further, it shows the ways…
Navigating a hybrid cultural identity: Hispanic teenagers' fashion consumption influences
Michael Chattalas, Holly HarperThe purpose of this paper is to report research which explores the effects of a hybrid cultural identity on the fashion clothing behavior of Hispanic – particularly, later aged …
Relations among attractiveness of endorsers, match‐up, and purchase intention in sport marketing in China
Matthew Tingchi Liu, Yu‐Ying Huang, Jiang MinghuaThe purpose of this paper is to investigate the relationships between attractiveness of athlete endorsers, match‐up, and consumers' purchase intention embedded in the China…
Reconceptualising the strategic role of loyalty schemes
Jennifer RowleyThe purpose of this paper is to report a case study analysis of the major retail loyalty scheme, Tesco Clubcard, with a view to exploring how loyalty schemes can be used to add…
ISSN:
0736-3761Online date, start – end:
1984Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditors:
- Neel Das
- Mujde Yuksel