This study aims to explore the components of students’ course selection process and overlooking these components from marketing perspective. Three focus groups were administered. Data revealed that the focus groups participants’ responses are congregated in two main categories: (1) WOM...

The purpose of this study is to explore the relationship between online consumers’ perceptions and decision-making styles regarding the Internet. Four perceptions and six decision-making styles were administered. Data were gathered from 454 consumers with online shopping experience in Taiwan....

In the context of present research, author attempts to bridge the gaps in the literature by investigating perceived justice dimensions and to examine whether brand image plays moderating role in the relationships between perceived justice and recovery satisfaction. The study is based on primary...

Advertising has crucial role in todays competitive marketing world. This research studies two important persuasive processes often employed in the management of businesses; Creative Advertising and Marketing Management. Creative Advertising and Marketing Management is necessary in order to have...

The aim of this study is to examine different preferences for brand name–country of origin shaped in line with levels of conspicuous consumption tendency and to determine Turkish consumers’ preferences for brand name–country of origin combinations in different product groups. The study was...

Written and visual communications are effective for people in every area. Importance of communication materials has recently understood fast and written and visual communication materials are effective also in marketing. They are like impressive tools and also they are influential for every...

Shopper marketing is a recent concept and it has been gaining importance and attention among managers and researchers. Due to its youth and increasing relevance, the purpose of this paper is to analyze, categorize, compile and analyze the existing knowledge concerning shopper marketing. The main...

The purpose of this study is to test whether the source credibility affects buying intention and measure the perceived credibility differences between created spokesperson and celebrity endorser. The influence that endorser credibility dimensions (i.e. attractiveness, trustworthiness and...

In today’s highly informed, competitive and saturated market, a key to success of any business depends on knowing consumer and his consumption patterns and recognizing and understanding factors influencing his decision-making for the purpose of developing an attractive offer of products,...

Information technology tools such as internet and web marketing plays a significant role in expansion of marketing operations. The paper aims at to examine the awareness level, advantages associated with internet marketing and internet marketing problems faced by the small entrepreneurs of...