The market maven is looked to by others for a wide variety of product, price, brand, and shopping information. The market maven scale and questions regarding the importance of various evaluative criteria applied when selecting brands and stores for a variety of consumer products was administered...

Purpose: This paper aims to investigate the effects of brand placement repetition in music videos on consumers’ memory, brand attitudes and behavioral intentions, as well as, explores the effective frequency needed to achieve optimal advertising impact. Design/methodology/approach: The...

This paper focuses on the integrative and pervasive use of microcomputers in marketing research and managerial decision making. The marketing research process is conceptualized as consisting of six phases. At each phase, microcomputer applications and illustrative software are identified as...