Table of contents
Mistaking a marketing perspective for ethical analysis: when consumers can't know that they should want
Herbert Jack RotfeldThe purpose of this paper is to point out the distinction between needs which marketing aims to satisfy, and the consumers' true needs for their own health and safety. While…
Neuromarketing: a layman's look at neuroscience and its potential application to marketing practice
Douglas L. FugateThe purpose of this paper is to briefly cover the origins of neuromarketing, explain the process in layman's terms, enumerate some of the findings in anecdotal form, and suggest…
The effects of corporate brand attributes on attitudinal and behavioural consumer loyalty
Tatiana Anatolevena AnisimovaThe purpose of this research is to investigate the influence of the corporate brand on attitudinal and behavioural consumer loyalty. This paper empirically demonstrates a…
The elderly's internet usage: an updated look
Tim Reisenwitz, Rajesh Iyer, David B. Kuhlmeier, Jacqueline K. EastmanThe purpose of this paper is to extend earlier research on mature consumers and their internet use by examining how mature consumers' use of the internet is impacted by their…
Innovation resistance among mature consumers
Tommi Laukkanen, Suvi Sinkkonen, Marke Kivijärvi, Pekka LaukkanenThe purpose of this paper is to investigate innovation resistance among mature consumers in the mobile banking context. The reasons inhibiting mature consumers' mobile banking…
Firms' complaint handling policies and consumer complaint voicing
John W. HuppertzThe purpose of this research is to examine the effects of actions recommended by researchers for firms to encourage complaint voicing, and test the proposition that complaining by…
ISSN:
0736-3761Online date, start – end:
1984Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditors:
- Neel Das
- Mujde Yuksel