Journal of Consumer Marketing: Volume 28 Issue 4

Segmenting consumers of pirated movies

This paper seeks to assess how different segments in the movie market respond to three marketing drivers, namely prices, product availability and viewing channels (including…

A cross‐generational examination of electronic commerce adoption

Given the increasing number of older individuals, exploration of age differences in attitudes toward and participation in electronic commerce is critical. This paper aims to…

Consumer perceptions of brand functions: an empirical study in China

The purpose of this paper is to examine consumers' perception of brand functions in an emerging market: China. The study also aims to investigate the impact of brand functions on…

Street marketing: how proximity and context drive coupon redemption

In 2009, US coupons set a new record of 367 billion coupons distributed. Yet, while coupon distribution is on the rise, redemption rates remain below 1 percent. This paper aims to…

Encouraging consumer searching behavior on healthcare web sites

Commercial healthcare and hospital‐based web sites appear to exhibit distinctive formats. This paper aims to compare two award winning medical web sites with two top commercial…

Product‐country fit in the Canadian context

This paper aims to show that the congruency between the source of a product being evaluated and the commonly held perceptions of that product's association with a country of…

More Guerrilla Marketing Research

Freud on Madison Avenue: Motivation Research and Subliminal Advertising in America

Customer Worthy: Why and How Everyone in Your Organization Must Think Like a Customer

RFID – Improving the Customer Experience

Editorial

Integrating social media with online retailing