In this paper the importance of word of mouth for marketing management in the twenty-first century will be discussed. After a short introduction, there will be a focus on the demarcations and problems of traditional marketing. Then, in the third section, word of mouth (WOM) and word-of-mouth...

This study spotlighted on the financial services industry specifically in the creation of brand trust across online channel, which constructs a significant contribution to the under-researched area of online branding. Content analysis was performed on the web sites of top ten bank retailers in...

This research aims to probe the influence of online game endorsement on adolescent involvement and game purchase intention. Involvement means the perceived importance and interest stimulate. The high involvement means consumers will spend more time considering and collecting data in order to...

Export channel management has gained a greater relevance as one of the challenges related to internationalization processes. Analyzing the conclusions of the articles that have studied the control systems role in the context of the interorganizational relationships (Interoganisational Control,...

Empirical applications for assessing the efficiency in cultural organizations are still scarce. In this paper, we use a non-radial, output-oriented, DEA model for assessing the efficiency of a sample of 292 Musical Societies in the Valencian Community. The interest in this type of cultural...

Preisgarantien im Einzelhandel scheinen auf den ersten Blick Ergebnis eines intensiven Wettbewerbs zu sein. Theoretische Analysen und empirische Studien zeigen jedoch, dass dies in der Regel nicht der Fall ist. Preisgarantien und hier vor allem Garantien, bei denen mehr als die Differenz zu...

In October 2002, a substitution reform was introduced in the Swedish pharmaceuticals market. In this paper, the effects of increased price competition due to the reform on the entry of new pharmaceutical products were studied. The results show that the reform did affect the entry behavior of...

This paper's field evidence is: (1) in reality a major exchange rate change devastates an economy, i.e. the widespread academic faith that exchange rate changes are either beneficial or harmless is a false faith that contributes to needless world-wide economic havoc; (2) the 1982-85 exchange rate...