Beginning in the late 1940s the application of psychoanalytic theory and tools to marketing concerns yielded seminal concepts that defined and elaborated the brand image, consumption symbolism, and consumer motivation, among others. The focus was commonly on the deeper-level meanings that...

In retail industry furniture and furnishing category has become more competitive. There are many players entering into organized format of retail in this category. Therefore, it becomes important for retailers to differentiate themselves from each other. As the products are similar, one of the...

In spite of having very good growth potential, retail in India is passing through turbulent times and therefore, differentiation becomes very essential. There are various players in apparel segment in terms of lifestyle format. These apparel players deliver almost the same thing as their...

I examined Greek marketing managers’ attitudes and practices regarding to the planning of business-to-business marketing communications programs and their impact to competitiveness. According to the research aim, I investigated the following research questions: P1: How the business-to-business...

We propose that static visuals can evoke a perception of movement, i.e., dynamic imagery, and thereby impact consumer engagement and attitudes. Focusing on brand logos as the static visual element, we measure the perceived movement evoked by the logo. We demonstrate that the evoked dynamic...

We demonstrate that brand relationships affect perceptions of a brand’s closeness to the self, resulting in mindset congruency effects when matched with an appropriate construal level. Brand relationships that are closer (distal) to the self yield improved evaluations when brand information is...

This study explores how the dynamics of consumer culture and globalization interact with Islamic beliefs, rituals and behaviors, and revive and modify local rituals in order to fit with modern consumption-driven lifestyles. Specifically, we focus on urban Turkey and discuss how Ramadan rituals...

While there is a wealth of literature dealing with the nature and politics of stereotypical representations in advertising, there is little on how stereotypes are created and transformed as a result of social, cultural, political and economic factors. This ethnographic study looks at how...

How do a few Third World conflicts become international causes célèbres, while most remain isolated and unknown? Why, for instance, has there been so much recent attention to the Darfur crisis but so little to ongoing conflict in the Democratic Republic of Congo, despite vastly more casualties...

Objective – The role of knowledge management and competencies related to marketing skills are essential for Indian and Maldivian businesses, due to the emerging economy and globalization. This study therefore aims to identify the impact of marketing competencies on organizational performance...