Purpose – The purpose of this paper is to propose and test a model of brand love that includes both its antecedents and its consequences. The model is rooted in a causal approach and features established consumer‐brand relationship constructs (brand identification, brand trust and brand...

Purpose – The purpose of this paper is to determine the extent to which exposure to a television commercial for an antidepressant drug (Cymbalta ® ) compared to another commercial (Weight Watchers ® ) influenced participants' knowledge of the drug (including side effects and indications) and...

Purpose – Consumer animosity is often used to explain consumers' boycott of products from a foreign country in a dispute. However, these studies are mainly cross‐sectional. The purpose of this paper is to investigate temporal changes in two distinct consumer‐animosity dimensions – i.e....

Reports on problems with coupon use experienced within ethnic subcultures by presenting the results and implications of a study of retailers in the Philadelphia/Southern New Jersey area. Argues that marketers are challenged to understand the intricacies of ethnic markets as they grow in number...

Examines the practice and marketing consequences of giving out free food samples. Reports on a study, taken over a period of three days, of customers who entered a well‐established, ten‐year‐old chocolate store in a major suburban shopping mall, who received a free sample of chocolate....

Discusses the increasing use of the show by marketers as a medium to launch new products. Analyses adoption theory and key characteristics of the show setting to explain how shows facilitate the acceptance of innovative consumer goods. Concludes that success depends on: organizing the exhibits...

Offers a framework which can assist managers to carry out new product planning and development activities with an explicit focus on consumer value perceptions. Describes how consumer perceptions of benefits and sacrifices are related to value perception. Presents conditions for successes of each...

Considers reasons why consumer response has, at best, been mixed with regard to “Green” marketing. Proposes reasons why consumer response has not been overwhelmingly positive and then, based on a review of key research findings, presents guidelines for the development of three components of...

Marketing institutions emerge and evolve in response to changes in the marketing environment. Describes such changes in one of North America′s most vital areas of marketing – automobiles. One of the institutions that have evolved in response to these changes is auto auctions. Understanding...