Purpose – This article aims to give a short overview of the relationship between marketing and feminism. Design/methodology/approach – The analysis is based on a literature review of key studies contributing to the debates on whether marketing activities exploit or empower women. Findings...

Purpose – This study seeks to further understanding of spectator consumption practices by applying modern consumer theory in a much different historical context: the gladiator games during the time of the Roman Empire. The objective is to validate modern ideas of consumption practices with...

Purpose – The purpose of this paper is to show how 1940s and 1950s motivation research laid the foundations of present day consumer behavior as a discipline. Design/methodology/approach – This research uses standard historical methodology – heavy reliance upon primary sources, avoidance of...

Purpose – This paper aims to propose a method for kansei value creation to be actually reflected in consumer behavior. Design/methodology/approach – Looking at business from a kansei (emotional/sensitive) value creation perspective, it is realized that currently in most cases value creation...

Purpose – The sports industry is one of the fastest growing business sectors in the world today and its primary source of revenue is derived from fans. Yet, little is known about fans' allocation of time, effort, and/or financial expenditures in regard to the sports they care so desperately...

Purpose – The purpose of this paper is to identify and evaluate the critical success factors which make the dimensions for measuring customer experience (CE) in banking organizations more effective and purposeful. These critical success factors have been prioritized in order to find out which...

Purpose This study aims to empirically indicate that environment-friendly products may be used as a consumption strategy for improving the environmental well-being of a sizable consumer base and show that there are great possibilities and opportunities available for companies to come up with the...

The Development Partnership, a vehicle for making managers at New York Telephone better in a new, competitive world is discussed. In less than a decade, New York Telephone evolved from a monopoly where emphasis was on service and cost reduction to a highly competitive organisation where emphasis...

To be a dominant company (in other words, a long‐term successful company), it is an enormous task to build brand loyalty, to reach brand loyal customers, and to give those customers’ product satisfaction. The purpose of this study was to identify clothing brand loyal customers regarding...