Journal of Consumer Marketing: Volume 6 Issue 1

Share of Heart: What is it and How can it be Measured?

Ellen Day

Examines several approaches to measuring consumers′ emotionalresponse to brands. Describes projective techniques, fantasy andpersonification, story completion, usage scenarios…

Erratum

This article has been withdrawn as it was published elsewhere and accidentally duplicated. The original article can be seen here: 10.1108/eb024736. When citing the article, please…

Erratum

This article has been withdrawn as it was published elsewhere and accidentally duplicated. The original article can be seen here: 10.1108/eb024711. When citing the article, please…

Promotion Investments that Keep Paying Off

Ajay Bhasin, Roger Dickinson, Christine G. Hauri, William A. Robinson

Considers the nature and extent of sales promotion activity.Examines promotions as a method of protecting a brand in the future,various promotion techniques, and how to prepare…

Erratum

This article has been withdrawn as it was published elsewhere and accidentally duplicated. The original article can be seen here: 10.1108/eb024731. When citing the article, please…

Erratum

This article has been withdrawn as it was published elsewhere and accidentally duplicated. The original article can be seen here: 10.1108/eb024729. When citing the article, please…

Erratum

This article has been withdrawn as it was published elsewhere and accidentally duplicated. The original article can be seen here: 10.1108/eb024728. When citing the article, please…

Winning by Being the First to Market... or Second?

D.W. Haines, R. Chandran, A. Parkhe

Discusses the benefits and disadvantages of pioneering new marketscompared with following prudently into new markets. Argues that whichstrategy is best depends on both conviction…