Substantial literature exists researching effective celebrity endorser characteristics, and a growing body of literature investigates the specifics of professional athlete endorsements. However, there has been little focus on selection from the advertising practitioner's perspective; research...

Matching celebrity athletes with potential endorsement opportunities is often difficult. Yet there are easy-touse survey-based methods available. Based on a survey of the general public in New Zealand, this study uses both Ohanian's source-credibility scale and a constant-sum scale to help brand...

Purpose – The purpose of this paper is to investigate reverse image transfer as it applies to both celebrities (actors/models) and celebrity athletes in a New Zealand context. It extends the work of Garland and Charbonneau which examined reverse image transfer (product image transferring to...

Presents the findings of a study designed to investigate the effect of odd pricing on respondents’ purchase probabilities for six products ranging in price from $5 to $100. The products tested were a block of cheese, a frozen chicken, a box of chocolates, a hair dryer, an electric kettle and a...

Using Juster’s probability scale, this study examines a sample of 881 customers’ self‐reported estimates of probable defection from their main bank. One year later these customers’ statuses with their main bank were reviewed, allowing comparison of intended with actual defection. This...

The presence of a written shopping list on a major grocery buying trip to the supermarket is tangible evidence of out‐of‐store planning by the shopper. This pre‐planning may influence both time spent in store and grocery expenditure, two factors of importance to supermarket retailers. Set...

“Scripted behaviour” underpins many repetitive and routine tasks, such as grocery shopping, where it is observed that some shoppers take a list and others do not. The notion of “scripts” is used to examine the underlying reasons for the presence and absence of grocery shopping lists on...

Purpose: Emerging markets present strategists with a unique set of challenges that result from a business environment that is quite different from that which characterises developed markets. Yet, little is known about marketing’s contribution to successful strategic decision making in...

Purpose: Questions surrounding the uptake patterns and applicability of conventional strategic marketing practice (CSMP) within emerging markets remain largely unanswered. The purpose of this paper is to address some of these questions in India. Design/methodology/approach: The usage patterns...