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Memetics: a new paradigm for understanding customer behaviour and influence

Marsden, Paul S. - In: Marketing Intelligence & Planning 16 (1998) 6, pp. 363-368

The objective of this paper is to provide a non‐technical introduction to the science of memetics and to suggest how this new discipline may be applied to the design and development of effective marketing campaigns. The technique is based on a neo‐Darwinian evolutionary model of information...

Persistent link: https://www.econbiz.de/10014946888

Cross‐cultural consumer decisions: consideration sets – a marketing universal?

LeBlanc, Ronald P.; Herndon, Neil C. - In: Marketing Intelligence & Planning 19 (2001) 7, pp. 500-506

This research explores the existence of consideration sets as a marketing universal by evaluating consideration set sizes for a shopping good in a cross‐cultural context. Previous studies of marketing universals investigated consumers’ use of product quality signals for shopping goods. This...

Persistent link: https://www.econbiz.de/10014946909

Evaluating co-branded products: the socioeconomic strata effect

Cordeiro, Rafaela Almeida; Ponchio, Mateus Canniatti; … - In: Marketing Intelligence & Planning 34 (2016) 6, pp. 795-809

Purpose The purpose of this paper is to identify whether consumer evaluations of products are influenced by the presence of co-branding with a well-known reputable ingredient brand and whether differences in evaluations are related to the socioeconomic stratum of the consumer....

Persistent link: https://www.econbiz.de/10014946977

Eliciting positive social change: marketing’s capacity to drive prosocial behaviours

O'Cass, Aron; Griffin, Deborah - In: Marketing Intelligence & Planning 33 (2015) 5, pp. 826-843

Purpose – While social marketing has been utilised to bring about positive social change, ultimately, the decision to engage in prosocial behaviour resides with the individual. The purpose of this paper is to explore the determinants and outcomes of prosocial behaviours....

Persistent link: https://www.econbiz.de/10014947026

Factors influencing word of mouth behaviour in the restaurant industry

Jalilvand, Mohammad Reza; Salimipour, Sirous; Elyasi, Mehdi - In: Marketing Intelligence & Planning 35 (2017) 1, pp. 81-110

Purpose Restaurants with limited promotion budgets depend mainly on word of mouth (WOM) among customers. WOM seems … restaurant industry. The study utilizes self-administered questionnaire survey and the target population are the customers who … customers. A structural equation modeling procedure is applied to the examination of the antecedents of WOM. Findings The paper …

Persistent link: https://www.econbiz.de/10014947034

Efficient consumer response – its origin and evolution in the history of marketing

Svensson, Göran - In: Management Decision 40 (2002) 5, pp. 508-519

The article provides a non‐mainstream discussion the origin and evolution of efficient consumer response (ECR) in marketing literature. It challenges generally believed positions in the area of the concept. In addition, the novelty value of ECR is questioned. The author argues that ECR has...

Persistent link: https://www.econbiz.de/10014932293

From strategic fit to customer fit

Santala, Matti; Parvinen, Petri - In: Management Decision 45 (2007) 3, pp. 582-601

Purpose – The purpose of this paper is to extend the strategic fit discourse by proposing a customer‐based perspective. Design/methodology/approach – The paper develops a conceptual framework based on a theory and literature review. Findings – The paper proposes that, from a customer...

Persistent link: https://www.econbiz.de/10014932759

Symbolic purchase in sport: the roles of self‐image congruence and perceived quality

Hee Kwak, Dae; Kang, Joon‐Ho - In: Management Decision 47 (2009) 1, pp. 85-99

Purpose – The purpose of this paper is to discuss the notion of “symbolic purchase” which has long been documented in the management and marketing literature. In particular, self‐congruity theory has been examined in various domains of consumer behavior. However, little attention has...

Persistent link: https://www.econbiz.de/10014932923

Customers' perceptions about concerts and CDs

Rondán‐Cataluña, F. Javier; Martín‐Ruiz, David - In: Management Decision 48 (2010) 9, pp. 1410-1421

Purpose – Taking into account the increasing prices of attending concerts and gigs and the decreasing prices and better sound quality of CDs and music in file‐computer format, is the future of music events threatened by music CDs? Are clients' perceptions about concerts and CDs very...

Persistent link: https://www.econbiz.de/10014933099

Decision making in online auctions

Huang, Yi‐Chun; Jim Wu, Yen‐Chun; Wang, Yu‐Chun; … - In: Management Decision 49 (2011) 5, pp. 784-800

Purpose – The aim of this study was to draw on the theory of planned behavior (TPB) and attempt to identify the factors influencing the customer decision to purchase via online auctions, focusing on how managers selling via online auctions can modify product positioning and promotion decisions...

Persistent link: https://www.econbiz.de/10014933158