Table of contents
Place‐based marketing and regional branding strategy perspectives in the California wine industry
Johan Bruwer, Ray JohnsonThe purpose of this paper is to explore different levels of place‐based marketing in the form of region of origin strategies used by wineries in their branding efforts. The…
Identification, uniqueness and art consumption among bicultural consumers
Mohammad Ali ZolfagharianThe purpose of this paper is to explore how bicultural consumers differ from monocultural consumers in terms of personality traits and identity negotiation.
The importance of product aspects in choice: the influence of demographic characteristics
Mariëlle E.H. CreusenA focus on product aspects that are most important to target consumers helps communicating product advantage to consumers, both in product design and in marketing. In previous…
Attitudes of migrants towards foreign‐made products: an exploratory study of migrants in Australia
Patrick Poon, Felicitas Evangelista, Gerald AlbaumThe purpose of this paper is to study the attitudes of Asian and Western migrants and native‐borns in Australia toward foreign‐made products and the impact of consumer…
A qualitative study of mother‐adolescent daughter‐vicarious role model consumption interactions
Yossi Gavish, Aviv Shoham, Ayalla RuvioThe purposes of this research are to examine the extent to which daughters view their mothers as consumption role models, the extent to which daughters serve as consumption role…
The grandparent consumer: a financial “goldmine” with gray hair?
Dennis H. Tootelian, Sanjay B. VarshneyThe purpose of this research study is to examine how significant the grandparent market is, their spending on grandchildren, and whether the marketing is sustainable over time…
Selective marketing to environmentally concerned wine consumers: a case for location, gender and age
Nelson Barber, D. Christopher Taylor, Sandy StrickThe purpose of this study is to segment the respondents using their location, gender and age as well as their statements about environmental involvement, knowledge and attitudes…
The aging of Aquarius
Rick Ferguson, Bill BrohaughThe purpose of this paper is to remind loyalty marketers to harness the power of the often‐forgotten generation that truly values brand loyalty – the Baby boomers.
ISSN:
0736-3761Online date, start – end:
1984Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditors:
- Neel Das
- Mujde Yuksel