The purpose of this research is to examine a driving force behind innovation, human capital, which we contend is useful in identifying and exploiting opportunities in both goods and services contexts. Traditional predictors of innovation, such as research and development and marketing...

Culture is an important part of the tourism product and is one of the variables that can increase the attractiveness and the competitiveness of a tourism destination. Cultural tourism covers all aspects of travel and provides an opportunity for visitors to learn about a destination’s...

Prior research has suggested and found evidence for an event’s image being transferred to a brand because of sponsorship activity. This study builds on prior work by examining how the image transfer process is impacted by spectators’ level of identification and the degree to which...

Super-centers and hypermarkets are increasing in the retail markets. To determine customer-based brand equity (CBBE), a proportionate market share and a gender-balance hypermarket shopper sample was collected. Using t-Tests for gender to the marketing mix and CBBE, female shoppers consistently...

Value creation for customers in the form of experiences has been gaining attention remarkably. Great customer experiences could fuel surprising wow moments of truth, or perhaps magic moment. In fact, customer experience is destined to act as the tool for differentiation strategy. Quality...

Cross-cultural marketing of consumer products and services has become an integral part of the mainstream strategic thinking of multinational consumer products firms. These firms must increasingly address ecological concerns of the individuals comprising the various global market segments where...

This research focuses on tourist parks, which have attracted enormous attention for their business potential, as well as their attractiveness to tourists who visit the state of Quintana Roo, offering as they do a variety of products and services that meet the needs of all market segments. The...

This paper aims at identifying the determinants and outcomes of market orientation in the context of a developing country - Bangladesh. To this end, the validity of the well established Market Orientation (MARKOR) scale was tested using samples drawn from the private banking sector in...

A debate has been gaining notice between Wall Street (financial market) and Main Street (consumer market) as to what level the firm’s brand equity actually is. Married household purchasing is a large segment of the retail sector and important to brand strategy. Furthermore, a thirty-year...

Prior product knowledge has been defined either in terms of what people perceive they know about a product or in terms of what knowledge the individual has stored in memory. Product knowledge is intricately linked to involvement. A consumer’s level of involvement and knowledge clearly...