Table of contents
Splurge purchases and materialism
Julie FitzmauriceThis exploratory research aims to investigate the consumer splurge purchase and compare characteristics about the splurge purchase for high‐materialism consumers versus…
A test of the validity of Hofstede's cultural framework
Jeffrey G. Blodgett, Aysen Bakir, Gregory M. RoseThe purpose of this paper is to examine the reliability and validity of Hofstede's cultural framework when applied at the individual consumer level.
Parental communication patterns and children's Christmas requests
Peter ClarkeAn important part of the Christmas ritual is the request tradition. Parents ask their children what they would like for Christmas, respond to a child's request or often initiate…
Familiarity, expertise and involvement: key consumer segmentation factors
Paul Taylor‐West, Heather Fulford, Gary Reed, Vicky Story, Jim SakerIt is generally accepted that the launch of a new product is critical to its success. Key to this is that manufacturers understand the market segment which is targeted for the…
Are pub discount cards loyalty cards?
Rachel Hobbs, Jennifer RowleyThis research aims to explore the extent to which pub or bar discount cards that are distributed to students function as loyalty cards, or make a contribution to relationship…
The largest segments that should not be served: higher education marketing serving the growing slacker segment
Herbert Jack RotfeldThe purpose of this paper is to recognize how common practices of selling textbooks to university educators provide the tools for the faculty to minimize their teaching efforts…
ISSN:
0736-3761Online date, start – end:
1984Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditors:
- Neel Das
- Mujde Yuksel