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The influence of consumption situation and product involvement over consumers’ use of product attribute

Quester, Pascale G.; Smart, Justin - In: Journal of Consumer Marketing 15 (1998) 3, pp. 220-238

A conjoint analysis study of consumers’ choice of a popular product examined whether consumption situation and involvement influenced significantly the importance allocated by consumers to a number of key attributes determined by a sample of experts and product users. A large sample drawn from...

Persistent link: https://www.econbiz.de/10014849204

The Delphi Process: a strategic branding methodology

Chevron, Jacques R. - In: Journal of Consumer Marketing 15 (1998) 3, pp. 254-264

A brand exists through the values it reflects. These can be outlined in a brand character statement (BCS) to provide … guidance to the brand’s speech. This article discusses the application of a tool from psychiatry for the development of a BCS …. Concludes that the concept of a “brand” and that of a “product” are diametrically opposed and rewards will go to those who do …

Persistent link: https://www.econbiz.de/10014849206

The acceptance and diffusion of new consumer durables: differences between first and last adopters

Martinez, Eva; Polo, Yolanda; Flavián, Carlos - In: Journal of Consumer Marketing 15 (1998) 4, pp. 323-342

The diffusion process of an innovation, whether it be a product, a service or an idea, will vary in function of the characteristics of that innovation, as well as of the agents to whom it is directed. The objective of this paper is to differentiate the behaviour of the different adopter...

Persistent link: https://www.econbiz.de/10014849210

Product experience and consumer product attribute inference accuracy

Mason, Kevin; Bequette, Joyce - In: Journal of Consumer Marketing 15 (1998) 4, pp. 343-357

Consumers’ product evaluations are often influenced by information contained in their memories. Prior to product evaluations, consumers are often exposed to data that permits them to judge the covariation relationships among different product attributes. However, these attribute covariance...

Persistent link: https://www.econbiz.de/10014849211

Barriers to the adoption of really‐new products and the role of surrogate buyers

Aggarwal, Praveen; Cha, Taihoon; Wilemon, David - In: Journal of Consumer Marketing 15 (1998) 4, pp. 358-371

This paper examines adoption of really‐new products (RNPs) from a consumer perspective. The unique characteristics of RNPs which differentiate them from other innovative products are examined in relation to the role which these characteristics play in creating barriers to adoption of RNPs....

Persistent link: https://www.econbiz.de/10014849212

Leaving home: brand purchase influences on young adults

Feltham, Tammi S. - In: Journal of Consumer Marketing 15 (1998) 4, pp. 372-385

influence, and additional factors such as price perceptions, brand differences, and brand comparisons. Discrete choice … regression analyses (ordered probit) in both surveys revealed that correspondence with parental brand choice decreased … significantly with year in university. As parental influence lessened, brand choice correspondence with roommates increased. The …

Persistent link: https://www.econbiz.de/10014849213

Developmental relationship marketing (connecting messages with mind: an empathetic marketing system)

Wolfe, David B. - In: Journal of Consumer Marketing 15 (1998) 5, pp. 449-467

Reviews the evolution of marketing to date. Discusses the different stages of transaction marketing and relationship marketing. Goes on to discuss a new marketing system called developmental relationship marketing. The system integrates concepts and approaches used in both transaction marketing...

Persistent link: https://www.econbiz.de/10014849217

Convergent marketing: executing on the promise of 1:1

McEachern, Carla E. - In: Journal of Consumer Marketing 15 (1998) 5, pp. 481-490

Asserts that since there are new competitors in almost every industry, businesses are needing to adapt their systems to more effectively meet the needs of customers. Argues that in this climate customer‐centric marketing is more effective than product‐oriented marketing. Decribes the...

Persistent link: https://www.econbiz.de/10014849218

Using database marketing techniques to enhance your one‐to‐one marketing initiatives

Kahan, Ron - In: Journal of Consumer Marketing 15 (1998) 5, pp. 491-493

Asserts that there are two approaches to successful database marketing: cognitive and behavioral analysis. In this way, marketers can garner a clear understanding of what customers and prospects “look like”. Reviews the processes involved in database marketing. Suggests to marketers the best...

Persistent link: https://www.econbiz.de/10014849219

Using mini‐concepts to identify opportunities for really new product functions

Durgee, Jeffrey F.; Colarelli O’Connor, Gina; … - In: Journal of Consumer Marketing 15 (1998) 6, pp. 525-543

Develops and refines a new way to generate and identify opportunities for really new product functions. Considers that the role played by marketing research in really new products is limited. Traditional marketing research methods here are largely confined to asking people about problems with...

Persistent link: https://www.econbiz.de/10014849221