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Article
Publication date: 1 March 1992

This article has been withdrawn as it was published elsewhere and accidentally duplicated. The original article can be seen here: 10.1108/eb008164. When citing the…

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Abstract

This article has been withdrawn as it was published elsewhere and accidentally duplicated. The original article can be seen here: 10.1108/eb008164. When citing the article, please cite: Mark B. Traylor, (1986), “CANNIBALISM IN MULTIBRAND FIRMS”, Journal of Consumer Marketing, Vol. 3 Iss: 2, pp. 69 - 75.

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Journal of Product & Brand Management, vol. 1 no. 3
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 1 February 1984

Mark B. Traylor

Although some researchers have assumed a positive relationship between consumers' involvement in products and their commitment to brands, there are times when just the…

Abstract

Although some researchers have assumed a positive relationship between consumers' involvement in products and their commitment to brands, there are times when just the opposite occurs. In some instances, involvement with a product can be high while commitment to brands is low, or product involvement can be low when commitment to a brand is high.

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Journal of Consumer Marketing, vol. 1 no. 2
Type: Research Article
ISSN: 0736-3761

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Article
Publication date: 1 February 1986

Mark B. Traylor

Although cannibalism is seldom desirable, it can be tolerated under certain conditions. This paper illustrates those conditions and shows that cannibalism may not be so…

Abstract

Although cannibalism is seldom desirable, it can be tolerated under certain conditions. This paper illustrates those conditions and shows that cannibalism may not be so bad after all.

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Journal of Consumer Marketing, vol. 3 no. 2
Type: Research Article
ISSN: 0736-3761

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Article
Publication date: 1 March 2001

Shwu‐Ing Wu

States that the level of consumer involvement in a product category is a major variable relevant to advertising strategy. Suggests product category is often segmented by…

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7234

Abstract

States that the level of consumer involvement in a product category is a major variable relevant to advertising strategy. Suggests product category is often segmented by the level of consumer involvement; however, consumers are rarely segmented. Points out that different involvement clusters have different responses to advertising effectiveness for the same product. Presents a case study segmenting a market using the consumer involvement degree, exploring the characteristics in order to determine the relationship between advertising effectiveness and the level of consumer involvement. Shows results suggesting that a high degree of consumer involvement directed a high advertising effect and is therefore an important indication for advertising strategy.

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Asia Pacific Journal of Marketing and Logistics, vol. 13 no. 1
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 1 December 2002

Shwu‐Ing Wu

This paper proposes a framework for connecting the involvement construct’s antecedents of Internet marketing, measured involvement degree, related constructs and…

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23997

Abstract

This paper proposes a framework for connecting the involvement construct’s antecedents of Internet marketing, measured involvement degree, related constructs and consequences of consumer behavior. The research first determined the factors that influence the degree of Internet marketing involvement then established the different involvement degree clusters by measured involvement. Finally, the relationship among influence factors, Internet marketing involvement degree, and consequences of consumer behavior was analyzed. Based on the research findings, this paper discusses the possible Internet marketing strategies for a variety involvement degree clusters.

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Asia Pacific Journal of Marketing and Logistics, vol. 14 no. 4
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 1 January 1988

Cynthia Webster

A relevant, timely issue in the professional services area is that of marketing. Should professional service providers actively market their services? And, if so, how…

Abstract

A relevant, timely issue in the professional services area is that of marketing. Should professional service providers actively market their services? And, if so, how? Many professionals have already stepped into the marketing arena, but without first understanding the nature of their target market(s). This article concentrates on one area of the user market that should be known and understood by all professional service marketers: What level of consumer interest or perceived personal importance typifies the purchase of a professional service?

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Journal of Services Marketing, vol. 2 no. 1
Type: Research Article
ISSN: 0887-6045

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Article
Publication date: 1 March 1988

Alan J. Greco

Advertisers have been criticized for underrepresenting the elderly in print ads and television commercials. What critics often overlook, however, are audience and product…

Abstract

Advertisers have been criticized for underrepresenting the elderly in print ads and television commercials. What critics often overlook, however, are audience and product considerations along with the effectiveness of older spokespersons in influencing intent to purchase among elderly and younger consumers. This article examines what is currently known about the use of older persons in advertising and extends these findings by reporting the views of advertising agency executives on this topic. From the results of these studies, an audience‐product matrix with examples is provided to help put the advertiser's position into perspective. According to the literature reviewed and the perceptions of advertising agency executives, the use of elderly spokespersons tends to work best when the product or service can be targeted to elderly consumers and the products or services themselves are elderly‐oriented. There is some evidence to suggest that elderly persons are used in advertisements not because advertisers want to represent the elderly, but rather when these spokespersons can sell the product.

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Journal of Services Marketing, vol. 2 no. 3
Type: Research Article
ISSN: 0887-6045

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Article
Publication date: 1 March 1987

C. Whan Park, Henry Assael and Seoil Chaiy

A high level of product involvement is typically assumed to accompany higher information search, a fewer number of acceptable alternatives, and a higher number of choice…

Abstract

A high level of product involvement is typically assumed to accompany higher information search, a fewer number of acceptable alternatives, and a higher number of choice criteria than does low level of product involvement. Inferring the level of product involvement from these behavioral or evaluative characteristics is, however, potentially misleading. Two factors are identified as mediating the relationship between the high level of involvement and these characteristics: (1) product trial, and (2) the consumer learning stage. The results of the present study support this view. Even for high involving products, considerable variations exist in these characteristics, depending on product trialability and consumer learning stage. Several strategic marketing implications stemming from these results are offered.

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Journal of Consumer Marketing, vol. 4 no. 3
Type: Research Article
ISSN: 0736-3761

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Article
Publication date: 1 March 1986

Peter H. Bloch

Product enthusiasts, increasingly prevalent in American society, represent significant marketplace forces because of their high levels of information seeking, opinion…

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2048

Abstract

Product enthusiasts, increasingly prevalent in American society, represent significant marketplace forces because of their high levels of information seeking, opinion leadership, and innovativeness. For marketers to best serve these consumers, many commonly used marketing strategies must be altered or adapted. In this article, marketing mix elements serve as a framework to discuss strategic issues relevant to this category of consumer.

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Journal of Consumer Marketing, vol. 3 no. 3
Type: Research Article
ISSN: 0736-3761

Abstract

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International Journal of Sports Marketing and Sponsorship, vol. 1 no. 4
Type: Research Article
ISSN: 1464-6668

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