Table of contents
Preference‐inconsistent information and cognitive discomfort: a cross‐cultural investigation
Praveen Aggarwal, Chang Soo Kim, Taihoon ChaThis study aims to examine cultural differences between Easterners and Westerners in processing preference‐inconsistent information. The focal question that the study addresses is…
The role of contextual factors in eliciting creativity: primes, cognitive load and expectation of performance feedback
Mousumi Bose, Judith Anne Garretson Folse, Scot BurtonManagers are increasingly faced with situations that call for creative ways to engage consumers and employees. With online and offline options available for creative problem…
The Brand Recall Index: a metric for assessing value
Vijaykumar Krishnan, Ursula Y. Sullivan, Mark D. Groza, Timothy W. AurandIn this article, the purpose is to discuss the Brand Recall Index (BRI) as an easily implementable marketing metric to assess the brand equity for any brand specific to an…
Developing marketing strategies to increase vegetable consumption
Jean C. Darian, Louis TucciThis study aims to examine factors that influence consumption of vegetables in the USA.
Gift‐giving among adolescents: exploring motives, the effects of givers' personal characteristics and the use of impression management tactics
Ruth Segev, Aviv Shoham, Ayalla RuvioPrevious research on impression management explored motives, the use of impression management tactics and the influence of personality characteristics on the tendency to engage in…
Brand extension feedback effects: towards a mediated framework
Abhishek Dwivedi, Bill MerrileesBrand extension attitude is a key antecedent of consumers' reciprocal evaluations of parent brand equity. Traditionally, the link from brand extension attitude to change in parent…
ISSN:
0736-3761Online date, start – end:
1984Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditors:
- Neel Das
- Mujde Yuksel