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Article
Publication date: 1 March 1987

Barbara B. Stern

Associate Professor, Department of Business Administration at Rutgers, the State University of New Jersey, Barbara Stern sets out three games for women in networks to play…

Abstract

Associate Professor, Department of Business Administration at Rutgers, the State University of New Jersey, Barbara Stern sets out three games for women in networks to play to acquire authority, expertise, or charisma—whichever form of power they prefer.

Details

Women in Management Review, vol. 2 no. 3
Type: Research Article
ISSN: 0964-9425

Article
Publication date: 1 April 1987

Barbara B. Stern, Stephen J. Gould and Benny Barak

This article examines single baby boom consumers on demographic and psychographic dimensions tested in a survey of 267 respondents. We found differences between singles…

Abstract

This article examines single baby boom consumers on demographic and psychographic dimensions tested in a survey of 267 respondents. We found differences between singles and marrieds in social self‐image, age identification, nature and frequency of leisure activities, and shopping habits. Singles are characterized as “Social Seekers” because they socialize more and show more concern with their social image than marrieds. Marketing implications exist for a variety of products related to gender and marital status.

Details

Journal of Consumer Marketing, vol. 4 no. 4
Type: Research Article
ISSN: 0736-3761

Article
Publication date: 1 February 1988

Barbara B. Stern

Male/female differences in financial media use are discussed. Using proprietary and academic studies, current knowledge about print and electronic sources of information…

Abstract

Male/female differences in financial media use are discussed. Using proprietary and academic studies, current knowledge about print and electronic sources of information favoured by upscale and downscale segments is summarised. Consumer goods retailers now entering the banking market use segmentation strategies to appeal to different male and female targets, and ways in which financial institutions can adapt retail methods to fit media uses based on segmentation by sex are suggested.

Details

International Journal of Bank Marketing, vol. 6 no. 2
Type: Research Article
ISSN: 0265-2323

Keywords

Article
Publication date: 1 April 2003

Benny Barak, Anil Mathur, Yong Zhang, Keun Lee and Emmanuel Erondu

Field survey studies undertaken in Nigeria, Korea, China and India explored the way inner‐age satisfaction is experienced in those culturally diverse societies…

Abstract

Field survey studies undertaken in Nigeria, Korea, China and India explored the way inner‐age satisfaction is experienced in those culturally diverse societies. Chronologically 20 to 59 year old respondents’ inner‐age satisfaction was gauged as the average difference between feel, look, do, and interest cognitive (self‐perceived) and desired (ideal) inner‐age dimensions. Analyses of covariance (with chronological age factored out) across the four nations showed Nigeria to differ significantly in terms of inner‐age satisfaction from each Asian population, contrary to the Asian societies where no differences were found across samples (except between Korea and India where inner‐age satisfaction differed at a p .05). High levels of satisfaction with inner‐age (coming about when cognitive and desired ages are equal) commonly transpired: 31.4 per cent of Indian, 36.9 per cent of Nigerian, 44.3 per cent of Chinese, and 44.9 per cent of Korean respondents. Age dissatisfaction in an elder direction (ideal age older than self‐perceived age) was atypical and happened most often among Nigerian (23.4 per cent) and least among Korean subjects (10.7 per cent). In contrast, wishing for a younger innerage was a commonplace phenomenon in India (50.6 per cent of the sample), as well as in China where it occurred the least (36.6 per cent). The study’s findings imply the universal nature of the way human beings (irrespective of culture) perceive and feel about inner‐age, as well as the potential of an inner‐age satisfaction psychographic as a relevant consumer behavior segmentation trait for marketing planners of age‐sensitive products and services who seek to standardize their global branding and distribution.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 15 no. 1/2
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 1 September 1996

Barbara B. Stern

Defines the construct of “comedy” in electronic advertisements, using drama theory to derive a taxonomy of comedic types. Summarizes the controversies that form the…

3053

Abstract

Defines the construct of “comedy” in electronic advertisements, using drama theory to derive a taxonomy of comedic types. Summarizes the controversies that form the background of humour research and proposes a revision in terminology that distinguishes the stimulus (called “comedy”) from the response (called “laughter”). Goes on to discuss the fundamental attributes of comedy from a drama perspective and uses Bergson’s theory of laughter as the cornerstone of two continua mapping four comic types: verbal/physical and romantic/satiric. Uses examples from television and radio commercials to illustrate the way that the classification scheme works in the media context. Discusses each comedic type in terms of associated audience responses relevant to consumer audiences. Concludes with comments on the social function of advertising comedy.

Details

European Journal of Marketing, vol. 30 no. 9
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 1 August 1994

Barbara B. Stern and Jonathan E. Schroeder

Departs from traditional positivist approaches to marketing research byadopting interpretative methods to analyse the visual/ verbal elementsin print advertisements…

3771

Abstract

Departs from traditional positivist approaches to marketing research by adopting interpretative methods to analyse the visual/ verbal elements in print advertisements. Borrows from the humanistic disciplines of art and literary critical theory to show how verbal and visual elements work together as an interpretative Gestalt. Describes the methods briefly, and then illustrates them in detail by means of an exemplar – a Paco Rabanne pour Homme advertisement known as the “man‐in‐bed”. First analyses the exemplar as a verbal text and then as a visual one to demonstrate the way that congruence between the words and pictures reiterates the association between the brand benefit and the images used to convey it. Ends with a call for increased visual literacy in order to further research on advertising from a humanistic perspective.

Details

European Journal of Marketing, vol. 28 no. 8/9
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 1 June 2001

Sandipa Dublish

Examines the issue of how variations in language used in advertising affect advertising preference with a sample of bilingual, Korean Americans. Uses past literature to…

1518

Abstract

Examines the issue of how variations in language used in advertising affect advertising preference with a sample of bilingual, Korean Americans. Uses past literature to hypothesise that the level of acculturation would moderate ethnic consumers’ preference for advertisements in English versus their native language. Extends previous research in the field of ethnic advertising by considering whether findings from studies conducted with Hispanic American consumers are applicable to Asian Americans. Shows that no significant differences were detected in bilingual Korean American preferences for advertisements in which the message was presented in English as compared with those that used Humgul (Korean language) to communicate with the audience. Concludes with suggestions for further research.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 13 no. 2
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 15 May 2017

Morris B. Holbrook

This paper describes the personal history and intellectual development of Morris B. Holbrook (MBH), a participant in the field of marketing academics in general and…

1136

Abstract

Purpose

This paper describes the personal history and intellectual development of Morris B. Holbrook (MBH), a participant in the field of marketing academics in general and consumer research in particular.

Design/methodology/approach

The paper pursues an approach characterized by historical autoethnographic subjective personal introspection or HASPI.

Findings

The paper reports the personal history of MBH and – via HASPI – interprets various aspects of key participants and major themes that emerged over the course of his career.

Research limitations/implications

The main implication is that every scholar in the field of marketing pursues a different light, follows a unique path, plays by idiosyncratic rules, and deserves individual attention, consideration, and respect … like a cat that carries its own leash.

Originality/value

In the case of MBH, like (say) a jazz musician, whatever value he might have depends on his originality.

Details

Journal of Historical Research in Marketing, vol. 9 no. 2
Type: Research Article
ISSN: 1755-750X

Keywords

Book part
Publication date: 1 February 2007

Russell W. Belk

Abstract

Details

Review of Marketing Research
Type: Book
ISBN: 978-0-7656-1306-6

Article
Publication date: 13 November 2017

Latisha Reynolds, Amber Willenborg, Samantha McClellan, Rosalinda Hernandez Linares and Elizabeth Alison Sterner

This paper aims to present recently published resources on information literacy and library instruction providing an introductory overview and a selected annotated…

6758

Abstract

Purpose

This paper aims to present recently published resources on information literacy and library instruction providing an introductory overview and a selected annotated bibliography of publications covering all library types.

Design/methodology/approach

This paper introduces and annotates English-language periodical articles, monographs, dissertations and other materials on library instruction and information literacy published in 2016.

Findings

The paper provides information about each source, describes the characteristics of current scholarship and highlights sources that contain unique or significant scholarly contributions.

Originality/value

The information may be used by librarians and interested parties as a quick reference to literature on library instruction and information literacy.

Details

Reference Services Review, vol. 45 no. 4
Type: Research Article
ISSN: 0090-7324

Keywords

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