Table of contents
Insights into mature consumers of financial services
Trenton Milner, Daniela RosenstreichThe purpose of this paper is to investigate psychographic, demographic and situational characteristics of Baby Boomer generation consumers, specifically in relation to their…
The role of brand love in consumer‐brand relationships
Noel Albert, Dwight MerunkaThe purpose of this paper is to propose and test a model of brand love that includes both its antecedents and its consequences. The model is rooted in a causal approach and…
Antidepressant advertising effects on drug knowledge and drug seeking
Glenn M. Callaghan, Sean Laraway, Susan Snycerski, Shannon C. McGeeThe purpose of this paper is to determine the extent to which exposure to a television commercial for an antidepressant drug (Cymbalta®) compared to another commercial (Weight…
The longitudinal effects of a two‐dimensional consumer animosity
Richard Lee, Kyung Tae LeeConsumer animosity is often used to explain consumers' boycott of products from a foreign country in a dispute. However, these studies are mainly cross‐sectional. The purpose of…
University students' perceived susceptibility to alcohol retail sales promotions
Bishnu Sharma, Maria Raciti, Rebecca O'Hara, Karin Reinhard, Fiona DaviesThe purpose of this paper is to examine the relationship between perceived susceptibility to alcohol retailers' sales promotion strategies and young, female university students'…
Customer relationship management at the base of the pyramid: myth or reality?
Tendai Chikweche, Richard FletcherThe purpose of this paper is to examine the use of customer relationship management (CRM) at the bottom of the pyramid (BOP).
ISSN:
0736-3761Online date, start – end:
1984Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditors:
- Neel Das
- Mujde Yuksel