Marketing Intelligence & Planning: Volume 30 Issue 4

A comparison of humor styles in US and Mexican television commercials

Kevin W. Cruthirds, Valerie L. Wang, Yong J. Wang, Jie Wei

The purpose of this study was to conduct a content analysis of humor styles used in US and Mexican television advertising.

An exploration and extension of the Value Discipline Strategy (VDS) typology in educational institutions

Mitchell Ross, Debra Grace

While marketing research in the context of educational institutions continues to grow, little is known about the strategic choices associated with international student…

Innovative mobile marketing via smartphones: Are consumers ready?

Ajax Persaud, Irfan Azhar

Smartphone adoption by consumers is increasing exponentially, and presents marketers with many new opportunites to reach and serve customers. However, are consumers ready for…

Mobile banking adoption of the youth market: Perceptions and intentions

Ulun Akturan, Nuray Tezcan

This study aims to investigate consumers' mobile banking adoption through an integration of the technology acceptance model (TAM) with work on perceived benefits and perceived…

The effect of electronic word of mouth on brand image and purchase intention: An empirical study in the automobile industry in Iran

Mohammad Reza Jalilvand, Neda Samiei

Word‐of‐mouth (WOM) has been recognized as one of the most influential resources of information transmission. Advances in information technology and the emergence of online social…

Service quality in the language training market in China

Keith Walley, Paul Custance, Ruxin Zhang

This paper aims to explore the service quality concept in the context of the rapidly growing Chinese language training market.