The pink ribbon is one of the most widely recognized symbols in the United States. It can symbolize strength, hope, responsibility, empathy, and permission to discuss breast cancer, though not all associations are uniformly positive. Cause-related marketing is an agreement between nonprofit and...

Highly innovative products may offer consumers greater benefits than incrementally new products, yet they have a higher failure rate. The present research addresses the challenge faced by new products that are extremely different from existing offerings by drawing on theorizing regarding the...

In this paper, I develop afresh a comprehensive approach to market segmentation of Facebook users. The approach considers the implications of Facebook’s multi-sided platform (MSP) based business model. Using cluster analysis of survey data, I develop a basic 3 segments solution for the online...

The research aim of this paper is to discuss the potential benefits of a new marketing education concept, the “Integrated Education in Green Promotion” (IEGP) based on the fundamental assumptions of Mezirow’s “critical reflection” through the investigation of two research questions....

This research examines the effect of the initial perception of the ethical nature of a firm on the effects of that firm participating in a cause-related marketing campaign. In two studies, the effects of a cause-related marketing campaign are examined for companies perceived as ethical,...

We examine the effects of probability and mode of acquisition on choices between hedonic and utilitarian alternatives. The results suggest that the lower the probability of receiving the selected item, the more likely individuals will be to choose the more hedonic alternative in a choice set....

Over the vast discourse on corporate identity (CI), several CI models have been proposed – each with their respective elements, theoretical and empirical justifications for incorporating the corporate identity elements. These justifications are at the centre of where various scholars differ in...

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...

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...