Table of contents
Consumption patterns and silver marketing: an analysis of older consumers in Malaysia
Fon Sim Ong, J. Philip Kitchen, Ata T. JamaThe purpose of this paper is to examine the expenditure patterns of grey or older consumers with comparisons among different demographic groups to establish important factors in…
Website elements in B2B online communications: a case from the UK print industry
Nicolas Virtsonis, Sally Harridge‐MarchThe purpose of this paper is to examine the way in which brand positioning elements are manifested in the business‐to‐business (B2B) online environment.
Brand equity for online companies
Rosa E. Rios, Hernan E. RiquelmeThe purpose of this paper is to determine if the traditional approach to measuring brand equity applies to online companies.
Evaluating viral marketing: isolating the key criteria
Danilo Cruz, Chris FillThere has been little evidence of any work undertaken to measure the effectiveness of viral marketing campaigns. This paper aims to report on research undertaken to determine the…
Exploring e‐service quality: a study of Irish online banking
Mary Loonam, Deirdre O'LoughlinThe purpose of this paper is to explore the emergence of self‐service banking technology and investigates customers' perceptions of internet banking self‐service within the Irish…
The impact of brand sponsorship of music festivals
Jennifer Rowley, Catrin WilliamsThe purpose of this paper is to report exploratory research into UK music festival attendees awareness of, and attitude towards, brands that sponsor music festivals. Sponsorship…
Political marketing: conceptualisation, dimensions and research agenda
Linus OsuagwuThe purpose of this paper is to examine political marketing with regard to its different conceptualisations and dimensions, and to suggest cognate areas for empirical research…
ISSN:
0263-4503Online date, start – end:
1983Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Dr Babu John-Mariadoss