Brand personality is an attractive and appealing concept in the marketing of today. Consumers perceive the brand on dimensions that typically capture a person's personality, and extend that to the domain of brands. The discussions in the paper are woven around the issues concerning brand...

The institutional reforms towards trade liberalizations in Latin America during the 1980s and the 1990s have introduced a good measure of import competition, but trade policies alone are not sufficient to create a competitive environment in an economy. Most of the region's economies have changed...

The institutional reforms Latin American countries have been oriented towards globalization of trade, improving financial and labor markets, developing and comprehending the use of public resources. The paper reviews the approach to trade policy in early reforms period and evolution of thoughts,...

Market orientation is positively associated with performance of dealers in terms of customer service quality, growth in sales and increase in market share. This paper aims at analyzing the impact of market orientation strategies and performance of customer services on customer acquisition,...

The changing cultural paradigms in Latin America have influenced variety of leisure activities and significant implications for development of leisure services. Leisure spending behaviour prompts sequential relationship among customers intending to perform family celebrations in a different...

Shopping malls contribute to business more significantly than traditional markets which were viewed as simple convergence of supply and demand. Shopping malls attract buyers and sellers, and induce customers providing enough time to make choices as well as a recreational means of shopping....

Consumer responses to clearance sales, both in terms of consumer satisfaction with the decision process and in terms of subsequent store choice behavior, are explored in the paper through controlled experiments conducted involving clearance sales in a consumer choice and decision satisfaction...

There are many factors that determine the structure of competition in the environment of growing globalization. Of these, the factors which predominates the nature of competition include not only rivals, but also the economics of particular industries, new entrants, the bargaining power of...

There are two perspectives on controlling the performance of salespeople - an outcome based perspective and behavior based perspective. The former process focuses on the objective measures of results while the latter perspective on performance control of salespeople incorporates complex and...

The role of customer value has been largely recognized over time by the firms as an instrument towards stimulating market share and profit optimization. The customer values for innovative products and unfamiliar brands of firm in competitive markets are determined largely by habits,...