Bioplastics have gained increasing importance in academia and industry. However, a key to market success is consumer acceptance and use of such bioplastics. In this review, we analyze thirty-four papers with a focus on B2C consumer research following the PRISMA protocol. We evaluated the papers...

The purpose of this paper is to seek differences between the status of marketing in SMEs selling consumer goods and those sell industrial goods. The research is a field study conducted with 112 Small and medium sized enterprises located in the five biggest industrial cities of Iran. The results...

This article proposes that cross-cultural research frameworks used in international marketing should also apply to domestic marketing within culturally diverse economies. The cultural homogeneity assumption inherent in domestic consumer marketing is questioned by the existence of countries...

Relationship marketing (RM) was conceived as an approach to industrial and service markets, and was considered inappropriate in other marketing contexts. Recently, however, the domain of RM has been extended to incorporate innovative applications in mass consumer markets. Much has changed in a...

The article discusses the features of product policy in marketing. The author analyzes the objectives, functions and structural elements of product policy as a tool to promote the products in the consumer market. Particular attention is paid to the practical implementation of product policy in...

Marketers agree that consumer complaints are useful sources of information that help marketers identify sources of dissatisfaction, and therefore should be encouraged. However, does complaining have a more direct beneficial effect? Can consumer complaining by itself cause increased satisfaction...

Compares the shopping behavior of Chilean consumers with those in the USA. Chilean mall visits were driven, first and foremost, by purchase; in contrast, consumers in the USA visited their mall for more diverse reasons, largely revolving around entertainment. In addition to shopping motives, our...

Powerful emerging technologies, fierce competition in the marketplace, more sophisticated consumers and the relentless drive for higher corporate earnings are at the root of online consumers’ information privacy concerns. The issue of consumer privacy could be a defining element in the battle...

Many studies have investigated the impact of celebrity endorsers on consumers’ purchase intention. None, however, has studied the effects of an association endorsement. This research examined the effect of the Professional Rodeo Cowboys Association’s (PRCA) endorsement of products on...