Diversity is an important concept in business and marketing and is utilized in campaigns to attract consumers. This study examines the level of diversity in print media that targets the niche market of gays and lesbians. Race and gender are examined to determine if, in fact, marketers are being...

This research aims to investigate culture impact on the content of helpful online consumer reviews. Two distinct cultures, American and Chinese, were selected for comparison. The hypothesized culture effects were empirically examined with online customer reviews data collected from both...

This research investigates environmental attitudes among consumers in three countries: The United States of America, Kuwait and Turkey. The choice of the three countries is based on levels of income and economic development. The focus of this study is exploring characteristics of consumers...

The proliferation of the Internet and the latest mobile communication technologies have given rise to new forms of communication that made it easier for sellers as well as consumers to communicate and conduct business in real time and in virtual space with manufacturers, retailers or among each...

Learning market realities improves businesses. Kerala, India, traditional cottage units producing indigenous handmade goods are not an exception. Changes because of globalization have intensified competition to imported non-natural factory products into Kerala markets. Traditional industries,...

This research examines how negative corporate news in the form of a significant product related crisis impacts consumer behavior towards the company’s brand. This study analyzed changes in consumer behavior towards favorite brands after a significant product related news event happened to...

This paper investigates Internet banking adoption among Taiwanese bank customers. The paper examines the affect of involvement using TAM (technology acceptance model). From the PII (Personal Involvement Inventory) scales, the results indicate that involvement is significantly influenced by the...

This paper is a study about the perceptions of well-educated Hispanics living in California regarding environmental sustainability. Hispanics in the US are growing three times faster than non-Hispanics and now comprise 16% of the population, or more than 50 million. Just in the last 10 years,...

Luxury brands and the Internet communication media seem to be inconsistent at first sight. On the one hand, luxury brands have to maintain the control of their elitism and their image; on the other hand, Internet is defined as a mass media of communication that is basically not selective....

The purpose of this research was to analyze financial results of four major US retailers from June 2006 until August 2008 and compare their tactics to create shareholder’s value, using key performance and enterprise marketing ratios. This is a relevant study given the different business...