Currently, environmental sustainability is the subject of many discussions, both in biology and ecology and also in economy. The results of these discussions are shown in international forums promoted by governments, programs of social and environmental responsibility carried out by companies,...

Addressing directly to consumers has proven one of the most effective solutions to market a product or service development. If the invention of printing allowed an unprecedented increase, hitherto, communication to the masses, need to increase the impact of a promotional message led gradually to...

Research studies on brand transgression (BT), service failure and recovery (SFR), and product-harm crisis (PHC) appear to have a common focus, yet the three streams developed surprisingly independently and with limited reference to one another. This situation is unfortunate because all three...

Advertising pre-testing (or copy testing) is often employed in sales forecasting. It helps to quantify the impact of advertising on generating awareness, trial and repeat purchases. This paper reviews existing copy testing practices and makes some practical recommendations in the context of...

Simulated test marketing (STM) is a quantitative technique used to forecast new product sales, one of the most validated tools in all marketing research. Forecasting awareness is an important stage in that process, one critical to STM performance. Awareness models incorporated into popular STMs...

This study empirically examines the relationship between Brand Equity (BE) as the independent variable and Purchase Intention (PI) as the dependent variable in relation to branded baby soaps selectively. While both the variables individually have high level attributes of the customers, the...

Online advertising campaigns often consist of multiple ads, each with different creative content. We propose a model that evaluates the effectiveness of each creative in a campaign given the targeted individual’s ad impression history, as characterized by the timing and mix of previously seen...

We show that typographic symbolism and sound symbolism both have an effect on the perception of brand names. The visual letters in a brand name (typographic symbolism) and the name’s silently ‘spoken’ phonemes (sound symbolism) both contribute approximately equally to the connotative...

The major issues for a retailer to bet his money on any particular brand in the form of advance booking may vary from the attractiveness of scheme to the feedback of farmers regarding performance of the brand in the previous year. The fact, that it also acts as a competition safeguard for the...

The aim of this paper is to explore consumers’ attitudes toward mobile marketing, and more precisely toward SMS marketing messages. An exploratory study has been conducted with 136 phone users. The study examines their use of mobile phone as well as their acceptance of SMS messaging, using a...