This paper reports findings from a larger study of sponsors and their relationships to sponsored parties. Rather than evaluating such sponsorships in traditional cognitive and conscious effect hierarchical terms, a conceptual Sponsor Value Model is specified as a structural equation model...

Affirms the great need for corporate designs, yet states that the tests most frequently used are certainly not comprehensive. The reasons for these “partial” tests are explored (focusing on incorrect assumptions, as well as research design and methodology). Concludes that data collection was...

A behavioural measure is used to describe loyalty in different product areas. The measures derived from a study comprising more than 600 branded consumer goods, for which information about purchasing, place of purchase, brand awareness, brand preference, relative importance of price and quality...

Examines the characteristics of young innovators (i.e. those in a group who accept the innovation first, for instance a hula hoop, a mobile phone or a video game) and opinion leaders (i.e. the person in a group who tends to be copied or consulted for advice); the two roles overlap, as child...

Emotions, Advertising and Consumer Choice -- Table of Contents -- FOREWORD -- PART I - Emotions in Consumer Choice -- CHAPTER I: The Origin of Consumer Choice Theory -- 1. Marketing Theory -- 2. Early Consumer Behaviour Research -- 3. Consumer Behaviour as a Discipline -- 4. The Content of the...