mobile phone marketing. Through the application of constructs adapted from traditional innovation and product involvement … with mobile phone marketing, and their involvement with their mobile phone, influenced their intention to accept marketing … and compatibility) were significantly associated with their acceptance (or adoption) of marketing messages sent via their …

have been calls for researchers to go beyond identifying the benefits of effectivebrand equity management to explore how … development of the antecedent resources andcapabilities associated with brand equity management across national borders into China. …

Changes in global marketplace dynamics necessitate that marketing communications strategies be more effective and … efficient if a firm's message is to influence purchase decisions. The basic premise of the integrated marketing communications … (IMC) approach is that, through the coordination of marketing communications efforts, the firm can reach diverse audiences …

value creation (SBVC) and therole of brand marketing.Design/methodology/approach The authors first develop a model of SBVC … the moderation role of service brand marketing capability (SBMC) on the relationship between SBVO-SBPVIoutcomes. SBVO is …

.Findings The findings shed light on the importance of cross-channel service brand management together with managing critical web …

contribution of business orientations, especially marketing orientation and innovationorientation to the creation of customer … includes partial least squares.Findings The findings demonstrate that being marketing-oriented and innovation … develop a high levelof marketing orientation and innovation orientation as two efficient ways to achieve higher levels …

customerempowerment in the marketing effort is essential for services firms to realize the potential value of market orientation. This is …