Proposes domain‐specific market segmentation as a promising approach as compared with segmentation based on general or on brand‐specific variables. Treats product differentiation and positioning as the counterpart of market segmentation. The link between market segmentation, on the one hand,...

Purpose – The purpose of this paper is to compare and validate the results of two clustering methods for the segmentation of the market for prestige cosmetics in Korea, and to draw conclusions about their general practical usability. Design/methodology/approach – Segmentation schemes based...

Purpose – The purpose of this paper is to examine whether individuals who prefer different volunteering organisations have different self‐concepts, whether individuals perceive their preferred volunteering organisation as more similar to their self‐concept than other volunteering...

Purpose – This study aims to use product attributes and retail display information to develop cross‐national segments. Design/methodology/approach – The study uses consumers' choice in wine stores to develop segments of consumers, based on the relative importance of 13 factors consumers...

Purpose – The purpose of this paper is to explore the different segments of consumers in the Islamic financial services industry (IFSI) and their relationship with product/brand positioning for Islamic financial services (IFS). Design/methodology/approach – In‐depth interviews were...

Purpose – This paper aims to examine the influence of corporate social performance (CSP) on the emotional attachment of consumers to firms. In contrast to past CSR studies, this research seeks to investigate the role of personality variables as moderating factors. Design/methodology/approach...

Purpose – There has been long‐standing interest in the duplication of audience between media vehicles, starting with work by Agostini and later developed by Goodhardt, Ehrenberg and Collins into the “duplication of viewing law”. The aim of this paper is to further extend duplication...

For the purpose of this research investors are treated as consumers and criteria are established for their selection of particular brokers or brokerage firms, thereby providing criteria on which investors in the stock market can also be segmented. This information should aid a better...

While simulation and controlled pretest‐marketing approaches are increasingly used, the traditional test marketing is still the most widely used approach for product and marketing programme testing. For several decades now, the most popular research and professional approach to test market...

Examines how Chinese organizational buyers evaluate four categories of industrial products from four different source‐regions, the basic hypothesis being that the majority of the purchasing managers held favourable images of the industrial products coming from the industrialized regions of the...