Showing 1 - 10 of 7,897
Persistent link: https://www.econbiz.de/10011571124
This paper analyses the branding strategy of a leading French food producer in the fast growing Chinese market. The company, Danone Group (DG), has long been operating internationally with success. However, like several multinational enterprises, its initial entry into China was a failure....
Persistent link: https://www.econbiz.de/10009465504
through personality segmentation – MDPS. This new tool, based on Mowen’s 3M model of motivation and personality, is used to … identify a network of key personality traits that may be used as segmentation and message development variables. The approach … addresses several criticisms that have been leveled against personality research in marketing. The approach includes four …
Persistent link: https://www.econbiz.de/10014848343
markets. Offers a corporate advertising example to demonstrate the practical significance of investigating links among birth …
Persistent link: https://www.econbiz.de/10014849132
Purpose – This paper aims to examine the role of personality in how people respond to sexual appeals in advertising …/value – This research extends existing work on the effect of individual differences on consumers' reactions to advertising and is … the three personality trait scales were the between‐subjects factors. Relevance of the product to the appeal, which was …
Persistent link: https://www.econbiz.de/10014722687
evaluate beauty but the evidence indicates that values, habits, personality, and behavior are the “soul″ of beauty – essential …
Persistent link: https://www.econbiz.de/10014896420
Persistent link: https://www.econbiz.de/10012628104
consideration if they are going to use sex appeal in their advertising to the Chinese consumers. Particularly, they must first take … on mainland Chinese consumers’ responses to sex appeal advertising. It provides significant insight into gender … differences among Chinese consumers regarding different sex appeal advertising strategies.  …
Persistent link: https://www.econbiz.de/10014674585
Purpose – This paper aims to examine metropolitan Chinese Generation Xers' attitude toward advertising and to determine …/disliked them. They were also asked about their beliefs in advertising. Findings – The results show that the respondents from both … cities find advertising “interesting and entertaining”, but “devious”. In terms of likeable attributes, they like …
Persistent link: https://www.econbiz.de/10014848846
Persistent link: https://www.econbiz.de/10011532998