New luxury brand positioning strategies often combine a high perceived prestige with reasonable price premiums in order to attract middle-class consumers. These strategies are radically different from those implemented by traditional luxury brand owners, who maintain a strict consistency between...

The purpose of this paper is to develop a scale to measure luxury brands' status and conspicuousness using the new luxury brand context as a reference point. This scale will be utilized to establish empirical evidence that allows an exploration of the relationship between status and...

Medicines, in their various forms, are an important part of daily life and health for many consumers across diverse cultures. However, beliefs and trust inherent in treatment are - at best - poorly understood. Major dislocation of trust occurs when the media report medical scandals, or when...

This paper reviews the literature relating to the impact of advertising in mature markets, together with a range of data illustrating the impact of inflation, advertising rate increases and audience fragmentation on the purchasing power of advertisers. We show that substantial reported...

1. Introduction : the evolution of IMC : IMC in a customer-driven marketplace / Don E. Schultz, Charles H. Patti and Philip J. Kitchen -- 2. Integrated marketing communications : from media channels to digital connectivity / Frank Mulhern -- 3. Integrated marketing communications measurement and...

The objectives of this paper are to understand the influence of sales skills dimensions namely: interpersonal skills, salesmanship skills, technical skills and marketing skills on salesperson performance in Telekom Malaysia (TM) Berhad, a major Malaysian telecommunication corporation. Data was...