This paper introduces Image Theory to the consumer choice literature. Image theory is a non-normative theory of organizational and individual decision-making. Image theory contends that decisions are made in a two-stage process based on congruence with schematic structures called images. There...

In this paper, we investigate the effectiveness of the firm's proactive management of consumer-to-consumer communication. We are particularly interested in understanding how, if at all, the firm should go about effecting meaningful word-of-mouth. To tackle this problem, we implemented a...

Advertisement by Involvement of celebrities becomes an essence in modern competitive marketing environment for high recognition and creation of strong purchase intention. Nowadays it has become a pervasive element of advertising industry in Sri Lanka. Malted Milk Powder marketers use celebrity...

Drawing upon the science of complexity we propose a network-centric, complex-systems internationalization (NCCSI) perspective of firm internationalization that can help us understand observed patterns of internationalization that are difficult to explain using traditional theories. While...

With firms spending $60 billion on sponsorship annually, it has become an integral part of the marketing mix and is necessary for the survival of many sport organizations. Despite the importance of these partnerships, conditions that may jeopardize what can be a long-term relationship for both...

Social networking is currently the most popular online activity among consumers worldwide. Today in business context, Social media is achieving increasing importance as a channel for consumer's online participation and engagement. Brands are developing its presence in social networking sites to...

Promotion is one of the four major elements of the marketing mix. Therefore, an integrated marketing communications (IMC) strategy consisting of a combination of promotional tools could be an essential element of the businesses' overall marketing strategy. Different promotional tools could...

Nestle faced one of its worst public relations crisis in India when its premium brand of noodles was found with traces of banned substances like monosodium glutamate and heavy metal like lead. The case primarily focuses on how crisis started, the steps taken by the company to address the crisis...

Purpose - This paper aims to find the role of functional and aesthetic attributes of product design in developing brand association among smart phones users between ages 21 to 30 years by using user image congruence as moderator.Design/methodology/approach - A theoretical framework is developed...