Purpose – This paper seeks to examine whether violence embedded in stories in ads can contribute to advertising effectiveness along the same lines as well‐researched ad elements such as the celebrity endorser and the physically attractive ad model. More specifically, the paper aims to assess...

Measures of customers’ repurchase intentions have become common in marketing research, particularly since long‐term relations with customers are stressed as an important goal. This study, however, illustrates that repurchase intentions may be a poor predictor of future behavior on industrial...

This study explores the potential for differences and similarities between two ways of conceptualizing customer satisfaction: current customer satisfaction (CCS) and anticipated customer satisfaction (ACS). The analysis shows that these two constructs share a substantial amount of variance, and...