The multi-level perspective on sustainability transitions positions established firms (incumbents) as defenders of existing technologies at the “regime level.” By contrast, it positions new entrants at the niche level, as promoters of new technologies. This paper challenges the positioning...

This paper examines the key variances in application and strategy between different social media management strategies and its effective marketing. Social media firms have shown a great ability to control the stages in their product life cycles. These practices lead to managers in these firms...

It is argued, there is a paucity of research with regard to male and female consumer behaviour in the context of supermarket shopping in Australia. The purpose of this paper is to identify the differences between male and female shoppers rating the importance of store characteristics within an...

Full-text of this article is not available in this e-prints service. This article was originally published [following peer-review] in Journal of Consumer Marketing, published by and copyright Emerald Group Publishing Ltd.

Increased competition in the consumer goods marketplace has resulted in too many brands chasing too few consumers. In an attempt to ease pressure on margins, and both brand and product range profitability, marketers would be well advised to reinspect their policies towards brand naming and the...

Today's economy is experiencing serious economic and social problems affecting all world citizens. The earth seems to have become insufficient in meeting the standards of living that societies expect. The classic marketing approach is seen as the cause of many problems. It has contributed to the...

Wine is a product, in which heterogeneous facets are marketed abundantly. Quality selections like origin, ratings, sustainable productions are (increasingly) important to the sector. Little is known about how and when the common quality scale interferes with other quality attributes and how...