Marketers have paid a huge price for their inability to decipher which trend has come to stay and which one is a fad. Such a challenge has jeopardized the survival of blue-chip brands, as marketers anticipated in vain the end of existing red ocean strategies. Essentially, the traditional...

Marketing products globally is challenging due to the diverse nature of markets. We use market heterogeneity, unbranded competition, resource and infrastructure availability, and sociopolitical governance as country-market characteristics that distinguish between developed and emerging...

Firms of varying size can produce the same product. Do consumers make inferences about products based on firm size? We focus on perceptions of product naturalness and show, in four studies, that products made by smaller firms are perceived to be more natural — whether they are directly...

A recent Gallup poll found only 13% of Americans trust the media “a great deal,” while 28% indicated that they trust the media “a fair amount.”However, evidence suggests a more favorable situation for local journalism.Poynter’s 2018 Media Trust Survey and a recent Knight...

Marketing is a dynamic concept. It adapts according to the current market trends. It has become a multidimensional aspect, ever since people have started to realize its importance. First developed as the Production Concept (from the beginning of capitalism), which fixated on the production of...

Indonesia is a large market for consumer product targeting youth consumers, with populations of more than 70 million young inhabitants and market size of 155 billion US Dollar. The size of this potential market attracts foreign products with globally-recognized brands to enter the Indonesian...

We find that consumers prefer bonus pack, as opposed to price discount, for virtue foods but prefer price discount, as opposed to bonus pack, for vice foods. Past research has shown that cēterīs paribus consumers prefer bonus pack to price discount. We propose that this preference does not...

Social media has become a dominant force in the landscape of modern communications. From political uprisings in the Middle East to labor disputes in Washington State, social media has fundamentally disrupted the way in which communications take place. As noted constitutional scholar Erwin...

The problem addressed in this study is that the impact of the customer experience on the achievement of positive customer outcomes is still unknown in Arabic restaurants. Hence, the aim of this study is to explore the effect of brand experience, as measured through sensory, emotional,...

This research aims to investigate the impact of customer satisfaction, experience, and loyalty on brand power in the Hotel industry. This study used a descriptive-survey research design based on the correlation method. The selected populations were Pars Hotels' customers. Sample size was 384,...