Table of contents
A profitable new definition of health
Susan W. Myers, Marla Royne StaffordThe purpose of this article is to question pharmaceutical companies in their efforts to define the problems for which they are providing solutions. It addresses the impact of DTC…
A measure for Christmas spirit
Peter ClarkeThe purpose of this research is to show that Christmas spirit is often given as a reason or excuse for the goodwill, generosity and altruism associated with the celebration of…
Women: segmenting the home fitness equipment market
Donelda S. McKechnie, Jim Grant, Victoria Korepina, Naila SadykovaThe purpose of this research is to question whether increased interest in exercise has truly generated a market for home fitness equipment in which women are a viable consumer…
The effects of multiple‐ads and multiple‐brands on consumer attitude and purchase behavior
Lefa Teng, Michel Laroche, Huihuang ZhuThe purpose of this research is to show how the dual mediation model has been used to explain consumer responses toward an ad and a brand. This study attempts to incorporate ad…
Consumer attitudes toward counterfeits: a review and extension
Celso Augusto de Matos, Cristiana Trindade Ituassu, Carlos Alberto Vargas RossiThe purpose of this research is to propose and test a model that integrates the main predictors of consumers' attitude and behavioral intentions toward counterfeits; to help…
The total package: loyalty marketing in the world of consumer packaged goods (CPG)
Kelly Hlavinka, Leopoldo GomezThe purpose of this paper is to examine how consumer packaged goods (CPG) companies are harnessing the power of loyalty marketing to improve their sales and branding effectiveness.
ISSN:
0736-3761Online date, start – end:
1984Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditors:
- Neel Das
- Mujde Yuksel