Table of contents
Do females in advertisements reflect adolescents’ ideal female images?
Yu Leung Ng, Kara ChanThe purpose of this study was to investigate how Chinese adolescent girls and boys construct their own ideal female images in response to gendered advertisements based on Arnett’s…
Mind-reading versus neuromarketing: how does a product make an impact on the consumer?
David A. Booth, Richard P.J. FreemanThis research study aims to illustrate the mapping of each consumer’s mental processes in a market-relevant context. This paper shows how such maps deliver operational insights…
Self-efficacy as an antecedent of cognition and affect in technology acceptance
Songpol Kulviwat, Gordon C. Bruner II, James P. NeelankavilThis paper aims to examine whether self-efficacy plays an important role in shaping the effect of cognition and affects in high technology adoption. It also examines whether…
Consumer perceptions of salesperson gender and credibility: an evolutionary explanation
Gerard Paul Prendergast, Sze Sze Li, Connie LiThe purpose of this study was to assess the utility of the homophily theory and the related concept of source similarity which predict that a male salesperson is more effective in…
Sales promotion influencing consumer brand preferences/purchases
Don E. Schultz, Martin P. BlockThis paper aims to investigate whether or not ongoing sales promotion contributed to the declines in “no brand preference” (NBP). Part of an ongoing series investigating the…
Correlates of customer loyalty to financial institutions: a case study
Ugur Yavas, Emin Babakus, George D. Deitz, Subhash JhaThe purpose of this study is to investigate the relative efficacies of intrinsic and extrinsic cues as drivers of customer loyalty to financial institutions between male and…
ISSN:
0736-3761Online date, start – end:
1984Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditors:
- Neel Das
- Mujde Yuksel