States that the level of consumer involvement in a product category is a major variable relevant to advertising strategy. Suggests product category is often segmented by the level of consumer involvement; however, consumers are rarely segmented. Points out that different involvement clusters...

Uses benefit needs to segment the online marketing market. Employs focus groups and a random sampling survey to search for consumer benefit needs and then segments the market by these benefits sought by customers. Shows that the various segments display significant differences in the benefits...

This paper proposes a framework for connecting the involvement construct’s antecedents of Internet marketing, measured involvement degree, related constructs and consequences of consumer behavior. The research first determined the factors that influence the degree of Internet marketing...

Purpose – This study aims to determine and discuss relevant factors and relationship models affecting consumers’ purchase intention towards the extended product, PC for Microsoft. The results are to serve as a reference for managers when implementing brand extension strategies....

Explores ways of developing the marketing mix for the market in drinking tea, rejecting a number of existing marketing mix models. Adapts methods popular in product design and applies them to the marketing mix of the tea‐drinking market. Uses Suh’s principle of product design, explaining it...

Purpose – Using opto‐electronic industries as the example, the purpose of this paper is to include: designing reliable performance perspectives and indicators for evaluating ISO‐certified industries; and constructing a performance relationship model of those ISO‐certified industries....

Purpose – The purpose of this paper is to determine whether passing ISO accreditation can effectively enhance business performance, and further to explore the major contributions of ISO accreditation for companies. Although there are some current debates on the effectiveness of ISO9000, for...

Purpose – The purpose of this paper is to explore information‐processing in response to a specific promotional information campaign in a “social marketing” setting, and to devise a target audience segmentation strategy on the basis of the findings. Design/methodology/approach – The...