Manufacturers of consumer goods face various problems when they attempt to integrate environmental attributes into their marketing mix. In many cases the inclusion of environmental issues in the marketing mix is largely motivated by the organization′s desire to address consumers′ increasing...

Reviews and critiques literal views of product comprehension which rely on recall of key product claims to measure “correct” comprehension. Presents a constructive view of comprehension where product comprehension is seen as the process of forming personal interpretations of a product′s...

Consumer behavior is the behavior of people – at home, in the store, on the street – just about everywhere people are thinking about, purchasing, using and being satisfied or dissatisfied with their products. Consumer researchers have captured the experiences and perceptions of such real...

Examines Japanese attitudes and behavioral intentions toward US products, firms, and government. Findings indicate that, although Japanese consumers do not regard US products as better than competing Japanese products, they still tend to purchase them. Furthermore, they want their government to...

Although research associated with branding′s influence on consumer behavior has increased in recent years, the vast majority of this work has focussed on tangible goods rather than intangible services. Focusses on branding and brand name strategies for intangible services. Develops a...

The turbulent 1990s typified by increased product development and marketing costs as well as increasing international competition, focussed marketing managers on cost‐saving tactics to increase competitiveness. One of the most important effects was to make brand extensions more compelling and...

Consumer behavior in international markets is a topic that is still ot well understood. Proposes a framework, called the A‐B‐C‐D paradigm. Suggests that a marketer examine four stages – access, buying behavior, consumption characteristics, and disposal – covering the entire spectrum of...

Notes that changes in the charity environment mean that fundraisers need to increase income from donations. Argues that to move forward donor behavior research needs to look not only at “why” people make donations but also at the process of “how” donations are made. Proposes that...

Looks at the difference in the use of money‐off coupons between Anglo‐Americans and African‐Americans ‐ marketers today are currently being challenged to understand the complexities of ethnic markets as they grow in numbers throughout the USA and have an increasing interest in...

Argues that the degree of congruence (similarity) between a brand’s image and a consumer’s self‐image (self‐concept) can have significant effects on consumers’ brand evaluations and purchase intentions. Results from this research suggest that marketers can manage the effects of brand...