Purpose – Following the upheavals of the revolutionary era , the People's Republic of China's consumer culture is somewhat over 20 years old. This research aims at discovering and thus better understanding what Chinese consumers value most among their possessions. In turn, this finding should...

Purpose – This research seeks to explore current attitudes, motivations and behaviours in relation to student credit and debt consumption in the UK and Ireland. Design/methodology/approach – Key qualitative consumer research based on 20 interviews with Irish and UK higher education students...

Purpose – The purpose of this paper is to examine the influence tactics used by adolescent children and parental yielding to these tactics outside North America. Design/methodology/approach – Parents of children ages ten to 18 in Israel were surveyed. The questionnaire included questions on...

Purpose – The purpose of the paper is to teach the reader how to compile a customer equity model in order to calculate the true profitability of customers. The reader can use the information to make better business decisions across their organization. Design/methodology/approach –...

Purpose – The purpose of this paper is to highlight the importance of building emotional connections between brands and consumers. Using Canada's Air Miles Reward Program as an example, the paper aims to stress the importance of using customer insight to drive branding decisions and ensure a...

Purpose – The aim of this paper is to analyze the behavioral and affective loyalty of retailer customers in order to establish the role played by loyalty programs in the development of these variables. Design/methodology/approach – Research data were taken from a survey carried out on 750...

Purpose – Loyalty has been widely researched and while we know the ways that consumers demonstrate their loyalty and the factors that influence loyalty, research reporting consumer and marketer views of loyalty is scant. To date there has been no attempt to compare and contrast marketer's...

Purpose – The purpose of this research is to show that Christmas spirit is often given as a reason or excuse for the goodwill, generosity and altruism associated with the celebration of Christmas. Despite the influence of the occasion on cultural, financial and economic issues, there has been...

Purpose – The purpose of this research is to question whether increased interest in exercise has truly generated a market for home fitness equipment in which women are a viable consumer segment. It is guided by two objectives: to what extent are female consumers a viable target market segment...