Lars Groeger and Francis Buttle, Journal of Advertising Research, Vol. 56, No. 4, 2016, pp. 368-384
Agencies routinely report word-of-mouth marketing (WOMM) campaign results in terms of reach but do not deliver insight about the people who are reached and the types of conversation in which the WOMM message is embedded.
Joan Llonch-Andreu, Miguel Ángel López-Lomelí and Jorge Eduardo Gómez-Villanueva, International Journal of Market Research, Vol. 58, No. 6, 2016, pp. 795-814
This paper contends that the logical way to classify brands is to use a methodology based on consumer perceptions rather than academic/practitioner criteria, and that this may enable managers to more accurately define brand marketing strategies for current brands or relaunch efforts.
Virginie Silhouette-Dercourt and Christel de Lassus, International Journal of Market Research, Vol. 58, No. 2, 2016, pp. 201-226
With a rapidly growing number of consumers experiencing migration around the world, the need for new research methodologies to understand ethnic consumption becomes more pressing for managers operating in global markets.
This paper provides an overview of the quick care clinics industry, primarily in the United States. These aredefined as retail medical facilities that usually are located within the pharmacy section of drugstores, grocery stores or discount department stores.
Shaoming Zou and Yong Z. Volz, International Journal of Advertising, Vol. 29, No. 1, 2010, pp. 57-84
Although there has been an increasing interest in global advertising research, the literature suffers from the lack of a broad theoretical foundation that could guide conceptualisation and theory development in global advertising research.