Table of contents
An experimental approach to investigating satisfaction and continuity in marketing alliances
Prem N. Shamdasani, Jagdish N. ShethExtant research on strategic alliances has relied mainly on caseand survey methodologies to examine strategic, structural andoperational issues in alliance relationships…
2106
Use of foreign language and models in print advertisements in East Asian countries: A logit modelling approach
James P. Neelankavil, Venkatapparao Mummalaneni, David N. SessionsThe need for cultural sensitivity in global marketing is recognizedwidely. Using content analysis of 543 advertisements from four EastAsian countries, determines the marketing…
2716
Solving marketing optimization problems using genetic algorithms
S. Hurley, L. Moutinho, N.M. StephensAims to show the potential benefits associated with the applicationof genetic algorithms (GAs) to the field of marketing management.Describes the background and fundamentals of…
2131
Brand equity: the halo effect measure
Lance Leuthesser, Chiranjeev S. Kohli, Katrin R. HarichThe halo effect is a systematic bias in attribute ratings resultingfrom raters′ tendency to rely on global affect rather than carefullydiscriminating among conceptually distinct…
17618
ISSN:
0309-0566Online date, start – end:
1967Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Prof. Greg Marshall