Subject Index
 

Context effects refer to changes in consumer preference and choice responses when a new alternative is added to a choice set. This paper proposes a general scheme for classifying various context effec ...

Patrick Mosimann, founding partner of PMSI, argues that marketing accountability is essential for survival in today's world. He maintains that profit pool analysis - via the construction of a clear ma ...

This paper explores the role of fragrance in defining a brand’s personality at the point of purchase relative to its packaging. Louis Cheskin’s concept of Sensation Transference provides the basis for ...

This paper is a case study involving a client with a successfully performing brand of fabric conditioner who has acquired another brand in the Australian market. The business strategy was to relaunch ...

This paper presents a new method for fragrance evaluation: Direct Gas Chromatography-Olfactometry. All tests were performed with a set of six fragrances representing the sweet and ‘gourmand’ trend eme ...

This paper explores the unique challenges in sensory research of fragrances. A new approach to multivariate modeling is presented to explain what consumer qualities with respect to attitudes/beliefs, ...

This paper presents a methodology (Flash Profile) which is not product specific but corresponds to a very common problem of linking fragrance industry’s discourse to consumer perception. It will reduc ...

This paper focuses on how the qualitative/quantitative technique of Free-Choice Profiling was used to better understand consumers’ unconscious and emotional reactions to fragrances in liquid fabric so ...

The authors examine the cognitive processes by which respondents answer survey questions. They tested whether sets of respondent behaviour codes (derived from a large-scale, taped, face-to-face survey ...

The paper suggests that a market-driving strategy creates competitive advantage by teaching customers to connect under-appreciated strength with key decision-making criteria. Further, is demonstrates ...

The authors describe a method for testing marketing communication themes. This congruence-differentiation matrix uses multidimensional mapping procedures to examine an advertising theme’s communicatio ...

Reports on a qualitative approach to research within small firms. Case studies are included from the clothing and publishing industries. The research aim was to investigate strategic decisions taken b ...