This paper is an investigation into whether and under which conditions consistency between brand name and logo may positively influence consumer attitudes toward brands through three studies.

This paper applies recent advances in the theory of learning to the analysis of consumer behaviour in a dynamic duopoly. Nash equilibrium play is characterised when consumers learn adaptively about the relative quality of the two products. A constrast is made between belief-based and...

The belief that individual difference in brand preference or choice behavior are caused by personality differences has not always been supported by empirical research. The experiment on the variety seeking behavior of consumers, discussed in this paper argues that although consumers are seeking...

The model presented here derives the product life cycle of durable goods. It is based on the idea that the purchase process consists of first purchase and repurchase. First purchase is determined by the market penetration process (diffusion process), while repurchase is the sum of replacement...

Le premier objectif de cet article est de proposer un cadre conceptuel présentant l’ensemble des facteurs susceptibles d’influencer la réponse de l’internaute lors de la réception d’un email à vocation commerciale. Outre les variables liées à l’email lui-même et aux...

This paper shows that the correlation between the Net Promoter Score and consumers' Willingness To Pay in five European mobile markets is very strong. The Net Promoter Score is provided by a survey and the Willingness To Pay is calculated using the Spokes Model which is an economic model based...

Nowadays, social marketing practices represent an important part of people’s lives. Consumers’ understanding of the need for change has become the top priority for social organizations worldwide. As a result, the number of social marketing programs has increased, making people reflect more...

This paper provides an overview of the application of microeconomic theories in fast food marketing. The aim is to bring out the interrelationship between marketing and microeconomics with respect to the fast food industry. The paper examines some conceptual and theoretical tools that will...

Transports certainly have positive economic and social effects. However, transports in general, and motor transports in particular play a significant role in environmental pollution, with a negative impact on the quality of life. In this article, we make a diagnosis on the contribution of...

Martin and Tesser (1989) proposed a “rumination theory” to describe an unintentional and recurrent cognitive process where the individuals dwell on recurrent negative thoughts despite the absence of immediate environmental cueing. Their motivational approach presents rumination as a...