A variety of psychological and brand-related consequences are connected to customer advocacy. The possible processes behind these correlations are yet not fully understood. The purpose of this study is to investigate the relation that exists between customer advocacy and brand loyalty in the...

Hervorgehend aus der zentralen Bedeutung der Zielsetzung des Transfers von positiven Einstellungsmerkmalen auf die Sponsorenmarke widmet sich die Sponsoringstudie 2012 speziell den folgenden Fragestellungen: 1. Welche Potenziale bieten die Vereine ihren Sponsoren hinsichtlich eines positiven...

Global market trends move toward increasing global cultural convergence and, at the same time, a need for local cultural differentiation. To address these contradictory forces, the research investigates processes and practices of marketers and consumers in three related cases: Jay Chou (a...

This paper develops more accurate and robust baseline sales estimates (sales in the absence of price promotion) using a dynamic linear model (DLM) enhanced with a multiple structural change model (MSCM). We first discuss the value of utilizing aggregated (chain-level) vs. disaggregated...

Some food items that are commonly considered unhealthy also tend to elicit impulsive responses. The pain of paying in cash can curb impulsive urges to purchase such unhealthy food products. Credit card payments, in contrast, are relatively painless and weaken impulse control. Consequently,...

Consumers' budgets are influenced by the temporal frame used for the budget period. Budgets planned for the next month are much lower than recorded expenses, while those for the next year are closer to recorded expenses (study 1). The difficulty of estimating budgets for the next year imparts...

We find that exposure to different types of categories or assortments in a first task creates a mindset that changes how consumers process information. These mindsets in turn, have a spillover effect that alters consumers' decision making in a variety of subsequent and unrelated tasks, from...

The purpose of this article is to find out the relationship between yellow price tags and consumer reference prices. A laboratory study was conducted among 150 respondents, who were put in an experimental purchase situation and their initial internal reference prices were compared affected...

The study attempt to explore the level of customer satisfaction in terms of physical evidence and employee interaction in comparison between earlier established banks (before the year 2008) and newly established banks (after 2008) in the northern region of Batticaloa, Sri Lanka. Results indicate...