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Does mass media fuel, and easy credit facilitate, impulse buys?

Huovinen, Pasi; Rouvinen, Petri - 2008

This paper studies whether exposure to mass media and liking advertising are associated with an increased impulse buy tendency, and whether the availability of a credit card acts as a facilitating stimulus. It is found that impulse buys are positively associated with exposure to commercial...

Persistent link: https://www.econbiz.de/10010285191

The role of the advertising agency: Standardization/adaptation

Isayeva, Aygul - In: IBSU Scientific Journal (IBSUSJ) 5 (2011) 2, pp. 5-12

In this article the role of advertising agency in global marketing strategy has been examined. The developed matrix examines the contingencies that influence the success of the company's global advertising strategy. This research reviews how the company, as the principal, may determine the...

Persistent link: https://www.econbiz.de/10010286240

The renaissance of word-of-mouth marketing: A new standard in twenty-first century marketing management?!

Meiners, Norbert H.; Schwarting, Ulf; Seeberger, Bernd - In: International Journal of Economic Sciences and Applied … 3 (2010) 2, pp. 79-97

In this paper the importance of word of mouth for marketing management in the twenty-first century will be discussed. After a short introduction, there will be a focus on the demarcations and problems of traditional marketing. Then, in the third section, word of mouth (WOM) and word-of-mouth...

Persistent link: https://www.econbiz.de/10010289421

Digital dynamism: How IT and social media are enhancing business opportunities for Sri Lankan entrepreneurs

Wijesinha, Anushka - 2015

As the Sri Lankan economy attempts to transform into a more value-added and knowledge-led one, recent advancements in technology and innovation have created a plethora of new opportunities for small and medium-sized enterprises. This paper provides four case studies of innovative enterprises and...

Persistent link: https://www.econbiz.de/10011526661

Football marketing and its effect on economic boom

Homayounifar, Masuod; Mosaveri, Kamran Pahlavan; … - In: Atlantic Review of Economics 2 (2014), pp. 1-26

Football sport marketing has been considered a tool, on economizing sports, producing the value added and an important solution for earning income through sports. The aim of this study was to investigate the role of football marketing in the country's economic boom, and the method of analytical...

Persistent link: https://www.econbiz.de/10011536982

Increasing Dominance - the Role of Advertising,Pricing and Product Design

Kretschmer, Tobias; Rösner, Mariana - Universität <München> / Fakultät für Betriebswirtschaft - 2010

Despite the empirical relevance of advertising strategies in concentrated markets,the economics literature is largely silent on the effect of persuasive advertisingstrategies on pricing, market structure and increasing (or decreasing) dominance.In a simple model of persuasive advertising and...

Persistent link: https://www.econbiz.de/10009418801

How Does the Attitude to Sustainable Food Influence the Perception of Customers at the Point of Sale? - an Eye-Tracking Study

Lamberz, Julia; Litfin, Thorsten; Teckert, Özlem; … - 2019

mportance of sustainable consumption. Consumers associate sustainable products with ecological and regional production including a high credibility. In order to take advantage of this trend manufacturers of sustainable foods must communicate the sustainability of their products via packaging and...

Persistent link: https://www.econbiz.de/10012141519

Targeted information and limited attention

Hefti, Andreas; Liu, Shuo - 2019

We examine the implications of limited consumer attention for the targeting decisions of competing firms. Limited attention alters the strategic role of information provision as firms may become incentivized to behave as mass advertisers, despite perfect targeting abilities. We analyze the...

Persistent link: https://www.econbiz.de/10012155365

Advertising regulations in pharmaceutical markets: Product versus enlightenment

Ishida, Junichiro; Takahara, Tsuyoshi - 2019

This paper analyzes the optimal content regulation of direct-to-consumer advertisement (DTCA) in a pharmaceutical … typical subjective symptoms under enlightenment DTCA. The content regulation changes the nature of market competition and the … of the content regulation is ambiguous and depends, among other things, on the cost effectiveness of advertisement and …

Persistent link: https://www.econbiz.de/10012430011

Money illusion in free-to-play games

Benti, Behailu Shiferaw; Haß, Dominik; Stadtmann, Georg - 2021

Regularly, free-to-play games use their own virtual currency for in-game store purchases. We analyze the money illusion phenomenon by examining free-to-playgames and their virtual currency exchange rate policies. We find that above pari exchange rates and advertising bonus packs instead of price...

Persistent link: https://www.econbiz.de/10012440478