Purpose – The purpose of this paper is to report the use of decision system analysis (DSA) mapping the streams of communications (i.e. interactions), thoughts, actions and decisions involved for advertising agencies as executives in these firms gain client approval, and design creative,...

Purpose – Urry’s model of Tourism Gaze as described by Woodside is problematic, in that tourist participant observers change the phenomenon they observe. The purpose of this study is to present an alternative model that better represents the dialectic between tourists and the destination...

Investigates the relationship between print advertisement wording and consumer interest in relation to cell phone promotion. Reports on an experiment involving two independent variables: message framing and felt involvement levels. Shows how these variables interact regarding attitudes towards...

Purpose This research aims to examine the moderating role of consumers’ persuasion knowledge (PK) on the persuasive effect of combined advertising and publicity within the same medium. The synergistic effect experienced when two messages are thus combined is reversed for readers with high PK...

Purpose – This paper aims to conceptualize consumer impulsiveness (CI) as a global trait to explore its influence on a wider range of consumer behaviours and also presents a revised CI scale. Prior research on CI focuses on the impulse buying context and does not establish the cross-cultural...

Purpose – The purpose of this paper is to explore the underlying mechanism of customer co-creation in service recovery (co-recovery), and investigates the impact of initiation on customer post-recovery evaluations and behavioural intentions. Design/methodology/approach – Researchers used a 3...

Purpose – Cyber‐brands are regularly valued but, to date, there has been no reported research designed to understand the derivation of cyber brands’ equity, so that attempts can be made to increase their brands’ equity efficiently. This research aims to address the issue....

Purpose – In most markets it is possible to identify a brand leader and a number of brand followers. The purpose of this paper is to address the following question: “Why should any consumer purchase a ‘second‐best’ option?” Design/methodology/approach – Consideration of the way in...

Rather than taking the more traditional approach of measuring brand equity for accounting or strategic reasons, the approach taken here is concerned with optimizing brand equity through parsimonious manipulation of the marketing mix. To this end a macro‐model is first developed; this model is...

Purpose – The relationship between knowledge and power appears to be assumptive in marketing; the study reported here attempts to justify this assumption. Design/methodology/approach – The study is set in a family decision context. The research divides families according to the...