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Recognizing the differences between generations Y and Z, this exploratory study uses generational cohort theory as a framework to examine the brand perception of McDonald's, an international brand which has grown up with consumers for over 30 years in China. The paper aims to discuss this issue.

Measures of brand perception was built based on Aaker's brand personality model. A total 1,103 valid questionnaires were collected through an online survey platform. Factor analysis is the primary method to analysis the data.

The findings of this study reveal a favourable brand perception of McDonald's among young Chinese consumers which is consistent with Aaker's brand personality model and support the use of generational cohort theory as a market segmentation tool for brand perception. The differences between the two generational cohorts are not shown to be significant.

The most important contribution of this study is the evaluation of the personality of a major brand in China for Gen Z, a topic with very little existing research. Also, this research suggests future in-depth research into generational cohort theory in a Chinese context by recognizing homogeneity and heterogeneity exist simultaneously between generational cohorts.

The purpose of this research is to try to show the relevance of service quality in building a strong retail brand. It addresses how retailer attributes affect customer‐based retail brand equity, when considering retailers as brands. These attributes are compared with one another, and the importance of service is set in proportion to the other retailer attributes, both intersectorally and sector‐specifically. An integrated model is used here.

This is an empirical study across five retail sectors (grocery, textiles, DIY, consumer electronics and furniture retailing) based on a survey with 2,000 face‐to‐face interviews. Structural equation modelling is used to illustrate the impact of central dimensions of the perception of retailer service and of the other retailer attributes on customer‐based retail brand equity.

In retailing, service quality appears to be the most important retailer attribute in building a strong retail brand – as demonstrated in four out of five sectors. The integrated model developed in this study can make a significant contribution to a field of knowledge which at present is not well developed.

A more detailed analysis of the cross‐sectoral differences is undoubtedly necessary. Furthermore, a more exact analysis of retailer service is certainly required, but it must also incorporate other retailer attributes in order to achieve dimensions of comparison.

The importance of service in retailing is intersectorally underlined in comparison to the other retailer attributes/retail marketing instruments. Even in sectors that characteristically use self‐service, the importance of service quality and particularly of friendly and competent staff is evident. Compared to the other retailer attributes, service is one strategic element that can be used effectively by retailers of almost any size. A small or medium sized retailer usually cannot distinguish itself from its competitors by means of price, but with a service‐oriented business.

Unlike other investigations, a model is applied in this paper to five retail sectors, so both general and also sector‐specific conclusions can be drawn on the importance of customer service and the other retailer attributes. Furthermore, customer service is not analysed in isolation, thus we have dimensions of comparison, unlike many other authors who look at service alone.

The aims of this paper are to: briefly review the long‐term or late effects of cancer diagnosis and treatment on children and youth; examine the implications of these effects on the educational needs of the child or youth; explore the implications of childhood cancer survivorship on the school, particularly for female students. Over the last 25 years, treatments for childhood cancers have increased survival rates by 45 per cent, to nearly 77 per cent. It is estimated that one in 900 people aged 15‐44 years in the USA is a childhood cancer survivor; 80 per cent of children diagnosed with cancer in 1990 will survive into adulthood.

A comprehensive literature review of studies relevant to female childhood cancer survivorship and education over the past ten years was conducted, having been collected through searches of MEDLINE, CINAHL, PSYCINFO, and EMBASE.

Long‐term and late effects of cancer have been observed in neurocognition, cardiopulmonary symptoms, second cancers, reproductive organs, and hearing loss. Other health effects, such as impaired growth, osteopenia, hepatitis C infection, oral and dental malformations, and behavioral risk factors such as fatigue, obesity, and smoking have also been reported among childhood cancer survivors. These longer‐term treatment sequelae, particularly on neurological systems, have implications for changed student educational needs, including the provision of specialized instruction, classroom adaptations, as well as ancillary health services.

Based on the ecologic model, a research agenda is proposed for better integrating the increasing numbers of childhood cancer survivors into the educational environment.

Practical interventions for survivors who are experiencing difficulties in school are listed.

To the best of one's knowledge, this is the first comprehensive review on the implications of childhood cancer survivors in schools.

The purpose of this study is to examine how brand attachment is related to brand experience. The model tests the partial mediating role of brand trust and the moderating role of age and income.

A total of 334 participants consuming brands with an experiential offering completed an online questionnaire in a cross-sectional study. The data were analyzed through partial least squares structural equation modeling (PLS-SEM), and advanced methods such as the heterotrait–monotrait ratio and the Henseler’s multigroup analysis were used.

Brand experience is positively related to brand attachment, more so for younger consumers. This relationship holds for both hedonic and utilitarian brands. Results demonstrate the partial mediation of brand trust in this relationship, especially for utilitarian brands, and with a weaker indirect relationship for high-income consumers.

The research was conducted in one country (Peru). Generalizability of results should be established by carrying out additional studies in other settings or countries.

Experiential marketing both as a positioning strategy and through marketing operations may help brands to increase consumer attachment. This may be managed both through the direct effect of favoring positive experiences and through the enhancement of brand trust. This is particularly the case for target markets composed of young and low-to-medium-income consumers.

Results confirm the impact of brand experience on brand attachment for both utilitarian and hedonic brands, and establish both the mediating role of brand trust and the moderating role of age and income. These are new insights on the process itself and on boundary conditions of an important established relationship.

The purpose of this general review paper is to provide a comparison and evaluation of the treatment of pricing by the disciplines of economics and marketing.

It is from three perspectives that the marketing and economics approaches to pricing are reviewed, namely, buyers' response to price, firm's determination of price, and industry‐ or economy‐wide role of price.

A comparative review of the relevant marketing and economics literature shows that there are important differences between the two disciplines in their treatment of pricing. Marketing demonstrates a richer and more empirically based treatment of the pricing issue from the buyer's perspective, while economics is unchallenged from the economy‐wide perspective. The differences found between the marketing and economics approaches to pricing are mostly due to their different historical origins, primary concerns and doctrinal evolution. In contrast, interdisciplinary loans especially from behavioral science have made possible considerable advances in marketing, particularly in the understanding of the buyer's perspective.

Previous reviews of the pricing literature do not attempt to provide a direct comparison and evaluation and offer no explanation for the observed differences among the economics and the marketing disciplines regarding their treatment of the pricing issue. The value and originality of the current paper lies in the fact that it represents the first attempt to provide such a comparison and evaluation.

Despite many years of academic research into organisational integration and effectiveness, organisations still struggle to successfully implement strategy and achieve competitive advantage. However, the rapid evolution of marketing technologies such as big data, marketing analytics, artificial intelligence and personalised consumer interactions offer potential for an integrated marketing communication technological capability that aligns and integrates an organisation. Programmatic advertising is one such integrated marketing communication (IMC) technology capability, applying and learning from customer information and behaviours to align and integrate organisational activity. The literature on programmatic is embryonic and a conceptual framework that links its potential to organisational effectiveness is timely. This paper aims to develop a framework showing the potential for programmatic advertising as an IMC technology capability to enhance organisational integration and performance.

An exploratory methodology gained insight from 15 depth interviews with senior marketing executives from both organisations and external advertising agencies.

Four elements of a programmatic integrated organisation were identified and aligned with seven marketing activity levers to deliver firm performance measures.

This research contributes to theory, affirming IMC as a capability and positioning programmatic as a means of organisational integration.

The model also offers guidance for practitioners looking to integrate programmatic into their organisation.

To the best of the authors’ knowledge, this is the first paper to look at programmatic from an IMC perspective and as a means of organisational integration. It is also the first to apply Moorman and Day’s (2016) model to explore organisational integration and programmatic, developing a new model, specifically contextualised for programmatic advertising.

The purpose of this paper is to provide a general understanding of retail format choice among consumer electronics shoppers in the US market.

US consumer electronics shoppers (n=252) were surveyed via telephone. Linear regression was used to evaluate the data.

Profiles shopper groups who frequent specific retail formats (department stores, specialty stores, discounters, category killers, internet‐only retailers, and catalogs) based on demographic characteristics (gender, age, education, income) and desired retail attributes (price competitiveness, customer service, product selection, presence of new products, hours of operation, ease of access to the retailer, store atmosphere).

Although general observations and predictions about the demographic variables and important retail attributes for shopper groups are possible, future studies could expand upon this exploratory work by initiating comparisons of specific retail formats and examining cross‐shopping behavior among consumer electronics shoppers.

This paper provides consumer electronics retailers with specific knowledge of the attributes that consumers consider to be important when making format choices and identifies the demographic characteristics of shoppers who frequent each retail format.

This exploratory study uses demographics and retail attributes to profile consumer electronics shoppers of each major retail format in the USA. The paper is unique because the investigation of retail format choice among consumer electronics shoppers has been very limited.

The purpose of this paper is to establish staff and patient opinions on the acceptability, feasibility, and utility of using the Clinical Outcomes in Routine Evaluations – Outcome Measure (CORE‐OM) in secure hospitals.

Patients and nurses (male patients and their key workers) from high, medium and low secure hospitals participated in semi‐structured interviews after completing CORE‐OM or CORE‐OM (SV).

Template themes were acceptability, feasibility, relevance, suitability, changes to treatment, and understanding. Findings suggest that the CORE‐OM is acceptable and potentially useful in secure settings.

This paper suggests that the CORE‐OM is acceptable to patients and staff in secure settings and appears to be a feasible measure for such settings. Further research and accumulation of a referential database of item scores is needed for PROMS, including the CORE‐OM, to be fully useful in secure settings.

This paper will be of use to clinicians working with forensic mental health settings. It is one of only two papers which investigate the use of the CORE‐OM in forensic settings.

Availability and access to food is a determinant of obesity. The purpose of this paper is to examine food availability within and outside of post-primary schools in Ireland.

Data on the internal school food environment were collected from 63 post-primary schools using questionnaires. The external school food environment for these 63 schools was assessed by mapping food businesses within 1 km of schools, using a Geographic Information System (GIS). Food businesses were categorised based on type of food sold.

A total of 68.3 per cent of schools had a canteen, 52.5 per cent had a small food shop and 37.1 per cent had a vending machine. A total of 32.7 per cent of schools reported selling chips (French fries) in their canteen while 44.2 per cent of schools reported selling energy-dense nutrient-poor foods in their school shop. Of the schools surveyed, there was an average of 3.89 coffee shops and sandwich bars, 3.65 full service restaurants, 2.60 Asian and other “ethnic” restaurants, 4.03 fast food restaurants, 1.95 supermarkets, 6.71 local shops and 0.73 fruit and vegetable retailers within a 1 km radius of the post-primary schools. Findings are presented by geography (urban/rural), disadvantage (Delivering Equality of Opportunity in School (DEIS)/non DEIS), gender (girls/boys/mixed) and food policy in place at the school (yes/no).

These data will facilitate schools working on the framework for Health Promoting Schools in Ireland.

This work can contribute to current discussions on restricting accessibility to certain foods and food premises for school children.

The study explores the internal and external school food environment. GIS have been used to link the external food environment to specific schools thus allowing a comprehensive analysis of the schools’ food environment. To the authors knowledge, this is the first time that both environments are explored simultaneously.