Gendering a product or brand means associating its image with a sex role stereotype in the minds of consumers. Examines, using research, the requirements and prohibitions of contemporary masculine and feminine sex roles and the kinds of consumers who do and do not adhere to them. Provides ten...

Can a brand′s reputation be transferred successfully to other products? What is the importance of a firm′s reputation to the success or failure of its brands? What is the effect on the firm′s brands when a firm′s reputation, through either acquisition or restructuring, decays. How...

Earlier research on this topic focussed on the adoption of an innovation in isolation from other innovations. Analyzes the cumulative effects of earlier innovations on the adoption of future innovations in the same product class. It is proposed that innovators move through a series of stages,...

As the European Union issues Directives to standardize measures taken by individual member states to reduce environmental waste in the process of packaging, examines the marketing of branded spirits in European duty‐free situations in order to determine whether consumers face a conflict...

Codifies a unique marketing and valuation principle: the exclusive value principle (EVP). This principle relates value creation to “psychic space”. Psychic needs can create enormous margins and other benefits. One can influence price/demand as well a create, stimulate, or help define a need...

Unmentionable products are those that are considered to be offensive, embarrassing, harmful, socially unacceptable, or controversial to some significant segment of the population. Examples of these products include personal hygiene products, cigarettes, and even fur coats. Describes empirical...

Reviews the Australian National Heart Foundation′s “Pick the Tick” food endorsement program. The program is seen by the Foundation as part of its mission to promote the kind of healthy living that is conducive to improving the heart health of all Australians and reducing disability and...

Looks in depth at the development of the marketing mix using the 4 Ps – product, price, promotion and place, to meet target needs. Also investigates courses offered and required in marketing, and discusses the most appropriate ones for the students involved.

Business faces formidable challenges in the 1990s. With these challenges will come greater requirements for relevant market information, quality offerings, increased productivity, leadership, and consumer orientation. As new technology and computers are designed to help meet the...

Social values represent desired end states of being or desirable behaviors such as self‐respect, warm relations with others, or excitement. These abstract social cognitions help shape product attitudes and through them guide overt behavior. Empirical research has supported this theoretical...