Business ought to understand their customers' needs and wants, if they want to remain successful in a competitive market place. Therefore, this chapter introduces its readers to market research as tourism businesses continuously require information on their customers. In this light, a well...

In the current market environment, the actual dynamics of the application of internal corporate factors is differentiated. The company thus tries to influence customers' shopping behavior as effectively as possible. Therefore, it is important for the company to be able to adapt to these changes...

This study, to begin with, throws some light on Indian retail scenario, concept of visual merchandising and impulse buying and then attempts to explore the relationship between the factors of visual merchandising and consumers' demographics so as to analyze the impact of visual merchandising on...

To advance understanding of how well different types of brand relationships drive customer brand loyalty and to help companies improve the effectiveness of their relationship-building investments, this article conducts a meta-analysis of the link between five consumer-brand relationship...

The objective of the research was to map the most important global megatrends affecting the business and marketing environment and to analyze and understand how the changed environment will affect the practice and performance of marketing communication in the next decade. For identifying the...

Consumers have emotional bond with the brands that are closer to their self-concept. The product involvement is consumers' perception of relevance of a product with needs, goals and consumers' self-concept. Therefore, the study aims to reconsider the role of product involvement in the...

Spanish Abstract: En el mundo globalizado actual, donde los empresarios le apuestan a posicionarse en los mercados, existe incertidumbre en la sobrevivencia de las Micro Pequeñas y Medianas Empresas (MIPYMES), las cuales aportan aproximadamente el 48% del PIB de la economía de los países, y...

Ad content and viewer attention are strategically intertwined. Consumers watch an ad only if they expect sufficient benefit to doing so and advertisers structure ad content (information and entertainment) to make it attractive for consumer attention. We conceptualize these strategic interactions...

To what extent did external events and news versus the candidates' own actions drive the 2016 election outcome? And were candidates misled if they focused on traditional market research versus the newer probabilistic polls? Based on the dynamic political will formation framework, the authors...

Objective - The objectives of this article are threefold; first, to identify factors affecting the effectiveness of social media advertising; second, to classify the factors into four main dimensions (namely: source, social, content and attitudinal); third, to conceptualise the factors and...