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...

This paper identifies the various competitive strategies being deployed by the market leaders, market challengers, market followers and market nichers of Indian hair colour industry. The paper tends to reflect the adopted strategies in powder based, cream based and henna based colourant...

This paper presents a conceptual model of Internet-based customer portfolio building. The proposed model refers to the concept of value exchange between a company and a customer, as well as to the concept of delivering values to customers. The model is made up of five stages: defining, creating,...

The relationship between firm characteristics and international sales in high technology companies is investigated. Whereas previous research examines the impact of firm characteristics on the propensity to export or propensity to engage in international business, no research to date examines...

Objective – Experiential Marketing may have a positive effect on both the formation of customer value and in the generation of profits for a company.Methodology/Technique – This study examines the calculation of the Net Marketing Contribution Margin (NMCM) in achieving a company's return....

Stealth marketing techniques are being driven by a growing criticism of the advertising industry, and are based on the premise that word of mouth and peer group recommendation are the most effective promotional and marketing tools.This article discusses stealth marketing methods used by...

This research makes strides toward reconciling mixed findings in the value–behavior relation by positing that values are abstract representations of ideal end states that are more likely to influence behavior when individuals think abstractly (vs. concretely) and focus on high- (vs. low-)...

Objective - This paper seeks to provide new insights into the relationship between market orientation and innovation performance by empirically testing the direct effect of market orientation (MO) on innovation performance and exploring the effects of moderation in marketing constructs, namely...