Table of contents
A snapshot or a painting? Metaphors, myths, misuses and misunderstandings of marketing research information by journalists and other people who should know better
Herbert Jack RotfeldIn US political reporting, the top story has become the public opinion polls that purport to state the voters’ evaluations of potential candidates, current office holders or the…
Advertising of controversial products:a cross‐cultural study
David S. Waller, Kim‐Shyan Fam, B. Zafer ErdoganThe purpose of this paper is to determine attitudes towards the advertising of certain controversial products/services and reasons for being offensive across four different…
Guilty through association: brand association transfer to brand alliances
David JamesUnderstanding brand associations and their role in the formation of attitude towards brands is necessary for managers to understand fully the dynamics of their brands and how…
Collaborative structure between Japanese high‐tech manufacturers and consumers
Yuichi WashidaThis is a study that aims to explore a new conception of marketing management based on the analyses of the demand side in Japanese high‐tech industries. Currently, due to the…
Major influence factors in children's consumer socialization
Michael J. Dotson, Eva M. HyattThe purpose of this paper is to first provide an overview of children's spending power, media exposure, and identification with brand names in the usa along with an updated…
Direct selling as the next channel
Dennis L. DuffyThe paper aims to describe the application of direct selling, the process of selling a consumer product or service from one person to another, in an environment that is not a…
ISSN:
0736-3761Online date, start – end:
1984Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditors:
- Neel Das
- Mujde Yuksel