Brand equity has received significant academic attention since the mid‐1990s. This has been driven partly by changes in international accounting standards as they relate to the reporting of the financial value of intangible assets. A more prominent driver concerns the impact of marketing, and...

Purpose – This research paper aims to examine the theoretical and practical applicability of integrated marketing communications. Design/methodology/approach – Presents the findings from a two‐country qualitative study concerning the phenomenon. The research used survey methodology to...

Purpose – The mandatory withdrawal of almost 2,000 complementary and alternative medicines, manufactured under contract on behalf of multiple brand names, primarily in the Australian and New Zealand markets, provides an opportunity to examine the impact on sales levels and both brand and...

Purpose Patient empowerment (PE) is a key public health policy tool globally which is seen as unproblematic, but contains a number of unwarranted assumptions and unrecognised challenges to achieving effective implementation. Further, the theoretical foundations for understanding the impact of...

Looks at the globalization of communications in New Zealand, in the compelling and e‐volutionary global marketplace. Explores the impact of environmental issues on marketing communications. Managers must reach out to and communicate with customers, consumers, and publics ‐‐ who impact...

Purpose – The purpose of this paper is to argue that integrated marketing communications (IMC) must be used in social marketing, like it is in commercial marketing, by illustrating that IMC principles are effective in social marketing contexts within an education setting. Specifically, the...

Purpose – The purpose of this paper is to investigate parents' attitudes toward advertising to children, and advertised foods in particular, as well as parental concern regarding children's nutrition habits and the degree to which these perceptions influence television monitoring by parents....

Purpose – The purpose of this paper is to discuss the range of potential influences on children's food choices, while suggesting that recent restrictions on advertising of some foods may not be as effective as expected. It aims to use home‐delivered food promotional materials to illustrate...

Purpose – The purpose of this paper is to review the nature of advergames and the rhetoric versus reality of their claimed effects and effectiveness, focusing specifically on their use by children. Design/methodology/approach – A content analysis of major web sites that are likely to have...