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Research Paper

We develop a new measurement scale to assess consumers’ brand likeability in firm-level brands. We present brand likeability as a multidimensional construct.

Research Paper

Discusses the implications of gender perspectives in the design and implementation of a glocal business strategy.

Research Paper

Marketing scholars have demonstrated the impacts of weather on consumer behavior at the aggregate level; however, they have not fully analyzed how individual differences in weather sensitivity (WS) play a role in consumers' purchase decisions.

Article

This report identifies and celebrates successful innovation in the marketing of new products in the US, taking a longer term view to determine success.

Case Study

This case study shows how the California Lottery launched Powerball in California, the largest jackpot game in the US, tackling perceptions of poor odds of winning by focusing on hope.

Research Paper

This paper is one of 18 selected by the Editorial Review Board of The Journal of Advertising Research to be a 'classic' - an article that has withstood the test of time.

Research Paper

While computerised adaptive designs are stimulating the imaginations of marketing academics, their considerable potential for conducting efficient marketing surveys is largely unrecognised.

Research Paper

The same fundamental conditions are required when conducting market research via the Internet as for all other types of market research.

Research Paper

Nowadays celebrity endorsement has become a popular marketing technique in the non-profit sector. However, there is still a degree of light and shade as regards the determinants of the effectiveness of this communication strategy.

Research Paper

A series of studies is presented which investigates preference among similar but different designs within a product category.

Research Paper

This experiment tested the effectiveness of manipulated images of a Dove model, of varying shapes and sizes, to assess how or if exposure to an average or plus-size model would decrease women’s short-term internalisation of body image ideals.

Research Paper

This study investigates how, in a virtual store environment, an avatar-mediated interaction with a salesperson and a peer consumer influences a consumer's shopping experience and brand evaluation.

Research Paper

A general framework to understand how sponsorship affects the image of the sponsor has been developed from the information-processing perspective.

Research Paper

Deal of the day is a form of e-commerce in which an intermediary allows merchants access to a subscriber list, to promote their offerings at a discount.

Research Paper

Radio is a very popular medium in Poland. The Polish radio market is presently defined on one hand, by high vitality regional and local stations, and on the other by the clearly defined leadership of Programme I of the Polish Radio and the strong, equivalent position of two commercial networks - RMF FM and Radio Zet.

Research Paper

The current study introduces "Draw, Write, and Tell" (DWT), a creative method suitable for research with younger children between the ages of 5 and 11 years.