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Measure and control of non‐response in a mail survey

Díaz de Rada, Vidal - In: European Journal of Marketing 39 (2005) 1/2, pp. 16-32

Purpose – This paper shows several results obtained from the first investigation made in Spain using Dillman's total design method for mail surveys. In the spring of 1998 a survey was carried out on consumer behaviour in one particular Spanish region (Navarra). The response rate was 68.3...

Persistent link: https://www.econbiz.de/10014722224

Consumer evaluations of sales promotion: the effect on brand choice

Alvarez Alvarez, Begoña; Vázquez Casielles, Rodolfo - In: European Journal of Marketing 39 (2005) 1/2, pp. 54-70

Purpose – This study evidences the influence that sales promotion has on brand choice behaviour. Establishments wish to influence consumers' buying behaviour, and thus they launch strong promotional campaigns or introduce changes in their price policies, among other actions. However, they are...

Persistent link: https://www.econbiz.de/10014722226

The impact of brand extensions on brand personality: experimental evidence

Diamantopoulos, Adamantios; Smith, Gareth; Grime, Ian - In: European Journal of Marketing 39 (2005) 1/2, pp. 129-149

Purpose – To investigate empirically the impact of brand extensions on brand personality, using Aaker's scale to measure the latter. Design/methodology/approach – Experimental study manipulating extension fit (good/poor fit), controlling for brand familiarity and including a control group....

Persistent link: https://www.econbiz.de/10014722230

Customer intention to return online: price perception, attribute‐level performance, and satisfaction unfolding over time

Jiang, Pingjun; Rosenbloom, Bert - In: European Journal of Marketing 39 (2005) 1/2, pp. 150-174

Purpose – Compared with the emphasis that service quality research has received in online marketing, much less work has …

Persistent link: https://www.econbiz.de/10014722231

New technologies and cultural consumption – edutainment is born!

Addis, Michela - In: European Journal of Marketing 39 (2005) 7/8, pp. 729-736

/methodology/approach – This paper addresses the research question previously mentioned by conducting an analysis of the marketing literature as it …” (VEE), where the interaction with the customer takes place. In our review of the marketing literature analysis we highlight … the most innovative fields of study in the last 20 years, and it is even more promising for the future of marketing, as it …

Persistent link: https://www.econbiz.de/10014722260

The importance of consumers' perceived risk in retail strategy

Mitchell, Vincent‐Wayne; Harris, Greg - In: European Journal of Marketing 39 (2005) 7/8, pp. 821-837

Purpose – Gaining and sustaining a strategic competitive advantage in retailing requires knowledge of the attributes consumers value and use to discriminate between stores and why those attributes are important. Although many store image studies define discriminant attributes, few have...

Persistent link: https://www.econbiz.de/10014722265

First mover advantages in the discount grocery industry

Denstadli, Jon Martin; Lines, Rune; Grønhaug, Kjell - In: European Journal of Marketing 39 (2005) 7/8, pp. 872-884

Purpose – This paper aims to address whether the order of entry yields competitive advantage in the discount grocery industry. More specifically, the paper aims to investigate whether such advantages are based on the effects of entry on consumer perceptions rather than factors such as...

Persistent link: https://www.econbiz.de/10014722268

Antecedents of the difference in perceived risk between store brands and national brands

González Mieres, Celina; María Díaz Martín, Ana; … - In: European Journal of Marketing 40 (2006) 1/2, pp. 61-82

Purpose – The present study sets out to analyze the effects that a set of variables related to purchasing behaviour has on the difference in perceived risk between store brands and national brands. Design/methodology/approach – The methodology proposed to achieve the objective consists of...

Persistent link: https://www.econbiz.de/10014722300

The effect of service brand extensions on corporate image

Pina, Jose M.; Martinez, Eva; de Chernatony, Leslie; … - In: European Journal of Marketing 40 (2006) 1/2, pp. 174-197

Purpose – The main objective of this study is to analyse the influence that service brand extensions have on corporate image. Design/methodology/approach – After reviewing the previous literature, a model is proposed and tested that shows how extending a services brand affects the overall...

Persistent link: https://www.econbiz.de/10014722306

Enhancing consumer empowerment

Tiu Wright, Len; Newman, Andrew; Dennis, Charles - In: European Journal of Marketing 40 (2006) 9/10, pp. 925-935

by providing pleasant marketing environments and apt, relevant information. Research limitations/implications – The … approach is based on prior literature. The paper examines marketing to consumers in company locations, e.g. stores, malls … empowerment in the marketing literature. Far from the popular view of consumers being manipulated by firms, successful firms try …

Persistent link: https://www.econbiz.de/10014722348