An increasing number of business-to-business companies are becoming aware of the power of word-of-mouth communication, also referred to as viral marketing, or buzz. This has lead to an explosion of interest in word-of-mouth communication channels, to identify sources through which companies can...

Consumers’ confidence in companies has fallen due to recent and widespread violations of integrity and consumers’ voicing of discontent in weblog (blog) posts. Current research on integrity restoration offers little guidance regarding appropriate responses. We posit that not only what (with...

The purpose of this paper is to investigate the key influencing factors towards mobile marketing acceptance among youth in Karachi. It further analyzes the impact of mobile marketing acceptance on its advertising value. To achieve the objective of this study a convenient sample of 247...

The impact of loyalty programs on customer retention was investigated in this study. Concomitantly, the mediating effects of brand association and customer satisfaction between loyalty programs and customer retention were also tested in three ways, viz., in parallel, distinct, and sequential...

When should retailers offer promotions with uncertain rewards? The current research investigates this question and finds there are instances when uncertain incentives may seem more attractive than their expected value. For example, a lottery between small and large rewards may even be as...

Motivated by the phenomenon that some retailers with high-end brand images, such as Neiman Marcus and Bergdorf Goodman, prefer to hinder consumers from sharing information through online reviews, we study an online retailer's strategy of hindering or facilitating consumer information sharing in...

The purpose of this study is to examine outcomes associated with the sponsorship of a charitable sporting event by an automobile manufacturer. Specifically, it investigates: perceptions of the title sponsor and its products, and how experience with the sponsor's products during the event...

This study comes against the backdrop of a trend that has seen telecommunications service providers in Nigeria prominently employing face-to-face marketing alongside other marketing platforms as they compete for customer patronage in the country. Thus, placed within the framework of the media...

In this paper, we study the role of point-of-sale (POS) marketing mix variables in explaining variation in brand shares (i) at different retail formats, and (ii) across national and store brands in different price tiers. Stores in different retail formats differ in their positioning, the...

In this paper, we present a procedure to apply the social labeling technique as a social marketing tool. With four studies, we tested its potential for the promotion of pro-environmental consumer behavior. The procedure first provokes an environmentally friendly act and, subsequently, invites...