Objective – Literature suggest that companies should focus their Market Orientation (MO) on good marketing and business performance. However, previous research in this area deals mostly with large companies. The objective of this research is to study the significance of MO for small and medium...

The behavioral implications of large discounts have been viewed from two opposing perspectives. From an attribution perspective, a large discount signals low quality and decreases the overall appeal of the product, but from a motivational account, a large discount seems attractive and increases...

In this paper, we investigate the effectiveness of the firm's proactive management of consumer-to-consumer communication. We are particularly interested in understanding how, if at all, the firm should go about effecting meaningful word-of-mouth. To tackle this problem, we implemented a...

Advertisement by Involvement of celebrities becomes an essence in modern competitive marketing environment for high recognition and creation of strong purchase intention. Nowadays it has become a pervasive element of advertising industry in Sri Lanka. Malted Milk Powder marketers use celebrity...

Drawing upon the science of complexity we propose a network-centric, complex-systems internationalization (NCCSI) perspective of firm internationalization that can help us understand observed patterns of internationalization that are difficult to explain using traditional theories. While...

With firms spending $60 billion on sponsorship annually, it has become an integral part of the marketing mix and is necessary for the survival of many sport organizations. Despite the importance of these partnerships, conditions that may jeopardize what can be a long-term relationship for both...

The now-popular “cash diet” hails that paying in cash is more painful psychologically than via dematerialized money (e.g., credit cards), which in turn helps citizens save more. Paradoxically, we show cash can sometimes backfire (compared to dematerialized money) and cause consumers to save...

We examine how and why consumers engage in retributional acts directed towards brands that are perceived as harmful. Consumers are shown to lie, cheat, and steal as they attribute lower moral worth to harmful brands and this effect is shown to persist in the absence of any attributable brand...

Social networking is currently the most popular online activity among consumers worldwide. Today in business context, Social media is achieving increasing importance as a channel for consumer's online participation and engagement. Brands are developing its presence in social networking sites to...