Although the idea of brand concepts has been around for a while, very little research addresses how brand concepts may influence consumer responses to corporate social responsibility (CSR) activities. Four studies reveal that communicating the CSR actions of a luxury brand concept causes a...

This edited book offers a comprehensive overview on a wide array of topics relating to urban destinations and city tourism. It is uniquely positioned and creates a distinct niche in tourism research. It raises awareness on the marketing and development of tourism cities. In the main, this...

This article examines how men and women differ in both their perceptions of the risks associated with shopping online and the effect of receiving a site recommendation from a friend. The first study examines how gender affects the perceptions of the probability of negative outcomes and the...

The pink ribbon is one of the most widely recognized symbols in the United States. It can symbolize strength, hope, responsibility, empathy, and permission to discuss breast cancer, though not all associations are uniformly positive. Cause-related marketing is an agreement between nonprofit and...

Highly innovative products may offer consumers greater benefits than incrementally new products, yet they have a higher failure rate. The present research addresses the challenge faced by new products that are extremely different from existing offerings by drawing on theorizing regarding the...

Marketers frequently use individual names as part of their brand-naming strategy. This research investigates how the use of a possessive (indicated by an apostrophe -s) versus non-possessive form in a brand name (Mrs. Smith’s vs. Mrs. Smith) affects consumer brand preferences and choice for...

This study examines the factors that influence advertising on consumer-based brand loyalty focused on a sports shoe brand in Bhopal India which pointed to the advertisement, brand loyalty, brand trust, and perceived quality. The researcher carried out the analysis based on a quantitative...

The purpose of the present study was to test whether logo shape and color affect emotional and cognitive response to a new logo. In explorative part of the study the effect of amount of each of the additive primary color on logo perception was examined. Research was done on the sample of 190...

Promo code coupons delivered via email are a popular promotion tool. We study the effectiveness of these promotions by examining the factors that influence consumers to redeem promo codes, and the impact of redemptions on profits. We analyze a field experiment conducted by a national retailer...

Sales Executives play a vital role in hierarchy for generating revenue to the organization. The purpose of this paper is to know the perception of Sales Executives towards Sales Force Effectiveness (SFE) including factors influencing the same with respect to Pharma Industry. The method used for...