Journal of Consumer Marketing: Volume 4 Issue 3

POWER MARKETING: ITS PAST, PRESENT, AND FUTURE

Joseph V. Anderson

Somewhere along the line marketers got off track, especially at the academic level. At its core, the discipline is one of persuasion and influence. Yet the concept of power is…

ADVERTISING SYMBOLS AND BRAND NAMES THAT BEST REPRESENT KEY PRODUCT MEANINGS

Jeffrey F. Durgee, Robert W. Stuart

In order to distinguish their brands from other brands in the same category, most consumer products companies attempt to establish a unique personality for each brand. Rather than…

MEDIATING EFFECTS OF TRIAL AND LEARNING ON INVOLVEMENT‐ASSOCIATED CHARACTERISTICS

C. Whan Park, Henry Assael, Seoil Chaiy

A high level of product involvement is typically assumed to accompany higher information search, a fewer number of acceptable alternatives, and a higher number of choice criteria…

CAN DIRECT MARKETING HELP LEVI STRAUSS & CO.?

Jerry Ireland

While direct marketing is still in its infancy at Levi Strauss & Co., recent testing has demonstrated that this discipline can now play a unique and very effective role in the…

ON THE POSSIBILITY OF MONEY‐BACK EXTENDED SERVICE CONTRACTS

Marvin D. Troutt

The concept of money‐back contingent contracts has been used in the insurance industry for many years. To the extent that product service contracts are similar to health insurance…

THE PRODUCT MANAGEMENT AUDIT: DESIGN AND SURVEY FINDINGS

John A. Quelch, Paul W. Farris, James Olver

In many companies, product managers are under increasing time pressure. They are generalists in a marketing world that is increasingly specialized and complex. There are more…

PRE‐NEED PURCHASING BEHAVIOR: AN OVERLOOKED DIMENSION IN CONSUMER MARKETING

C. Jayachandran, Myroslaw J. Kyj

Marketing literature on consumer behavior has been generally oriented toward the “at‐need” purchase, goods that are purchased only when current consumption needs are felt…

INFLUENCE ON BRAND EVALUATION: CONSUMERS' BEHAVIOR AND MARKETING STRATEGIES

Humayun Akhter, Richard Reardon, Craig Andrews

A model based on representational thinking is presented to explain the role of environment in brand evaluation. With respect to retail settings, we conclude that the environment…