Table of contents
Misplaced marketing: Landmines and the misplaced marketing of destruction
Philippa A. StewartFrom a humanitarian standpoint, “antipersonnel landmines” are condemned for the indiscriminate terror they inflict on civilian populations. A functional tool of battle, landmines…
The association endorsement and consumers’ intention to purchase
Rennae Daneshvary, R. Keith SchwerMany studies have investigated the impact of celebrity endorsers on consumers’ purchase intention. None, however, has studied the effects of an association endorsement. This…
Consumption values and relationships: segmenting the market for frequency programs
Mary M. Long, Leon G. SchiffmanBecause consumers can vary greatly in the nature of their relationship with a service provider, it is reasonable to expect that a wide range of different values may influence…
Selling home entertainment on the Internet: an overview of a dynamic marketplace
Shaun McQuitty, Robin T. PetersonProvides a perspective on the utilization of the Internet in the consumer electronics market. A preliminary examination of this market‐based on observation of existing Web sites…
Asian‐American consumers as a unique market segment: fact or fallacy?
Carol Kaufman‐ScarboroughThe Asian‐American consumer group is thought to be the fastest‐growing market in the USA. Asian‐Americans are thought to be well‐educated, generally affluent, and geographically…
ISSN:
0736-3761Online date, start – end:
1984Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditors:
- Neel Das
- Mujde Yuksel