When marketing researchers perform field experiments, it is crucial that the experimental location and the control location are comparable. At present, it is difficult to assess the comparability of field locations because there is no way to distinguish differences between locations that are due...

Purpose: Universities are increasingly encountering high levels of national and international competition. In order for universities to continue with their business success and expansion, they have relied on developing and maintaining a differentiated brand identity by improving their branding...

Purpose: This paper aims to explore the influence of four types of imagery stimuli (i.e. visual, olfactory, gustatory and auditory) on food craving intensity based on the Elaborated Intrusion theory and the central role of mental imagery in the food craving experience. The roles of overall...