A multi-mechanism sales promotion includes in the same communication several promotion techniques offered either by the retailer or the producer. Framing theory suggests that increasing the number of techniques could increase the perceived value for consumers. A between-subjects experimentation...

This paper explores the persuasive effects of different commercials for an analgesic on members of different age groups. Commercial content was manipulated to be either of (a) factual or (b) evaluative. The impact of these two contents was assessed on members of two different age groups: young...

This qualitative study is the first to confirm the validity of immersion as a relevant concept to capture the essence of online commercial experiences. Our study also highlights the specificities of immersive experiences engendered by virtual reality applications available on commercial web...

Social Networking has become a new buzzword in day to day life of youngsters and gained immense popularity during the past few years. Many network sites such as Facebook and MySpace are claiming to have millions of members and the membership is increasing day by day. The paper aims to understand...

Purchase intentions are frequently measured and used by marketing managers as an input for decisions about new and existing products and services. Purchase intentions are correlated and predict future sales, but do so imperfectly. I review and summarize research on the relationship between...

The use of celebrities in marketing communications has become the practice of the major companies in the emplacement of the brand in the mind of consumers. Firms are making vast investments in hiring celebrities for positioning of brands by making organizations with endorser qualities such as...

Accounting, especially strategic management accounting, provides significant contributions to companies for decisions in environments of intense competition. Accounting, which has positive effects of company strategy development and management, has become a required facet of marketing, another...

The conceptualization of consumer ethnocentrism is inferred from the general concept of ethnocentrism which assumes that ethnocentrism starts with the culture into which an individual is born. Over time, the individual will accept the values and behaviour of this particular culture as a norm....

Beside product quality, distribution and promotion, we have a justified tendency to appraise an asset against its market price. Customers and competition are analysed from the point of view of the microenvironment. In the case of the macro-environment the attention is directed to the continuous...

Over the past years, the need of improving the performance of business process management (BPM) on small-to medium sized enterprises (SMEs) has increased. BPM is a key issue for enterprises, particularly in a dynamic business environment. There is evidence that Enterprise resource planning (ERP)...