Allied Academies International Conference. Academy of Marketing Studies. Proceedings

News

'Truth' Lies in the Eyes of the Beholder: Evaluating Smokers and Nonsmokers Receptivity of the Truth Campaign

Cigarette smoking is highly prevalent among adolescents in the US. While tobacco companies attempt to create a positive image of smoking behavior for the young and adults alike, advertisements such as the truth campaign tries to expose youth to manipulative marketing strategies of tobacco giants in the hope of altering youth's smoking-related attitudes and behaviors. In order to understand the effectiveness of the truth campaign more clearly this paper uses structural equation modeling while ...

Cost-Effective Innovation Under Turbulent Environments Demands Uncommon Development Processes

The ability to develop new products efficiently has become an important consideration in the current atmosphere of constrained budgets and fast-changing environments. New product development (NPD) researchers and practitioners have taken note, but there are limited and conflicting findings on the relationship between the type of NPD framework used for development and the ability to meet cost expectations under conditions of environmental change. In this study, we examined the impact of adding...

Critical Factors That Establish Customer Loyalty to Mobile Communications Service Providers: Empirical Evidence From the United States

The present study examines the relationships between corporate image, price, product quality, product innovation, and customer loyalty, and investigates key drivers that establish and maintain customer loyalty to smartphone and mobile telecommunications service providers. One hundred and twelve samples, which were collected from participants in a Web-based survey in the US, were analyzed using multiple regression analysis techniques. The results of the study show that corporate image, product...

Delight the Customer: A Model for Assessing Repeat Purchase Behavior

The literature on customer delight yields three issues. First, the research on consumer delight measures neither delight nor its opposite, disgust, but rather satisfaction and dissatisfaction. Second, models of satisfaction/dissatisfaction are not appropriate for examining delight/disgust. Third, a theoretical model linking delight/disgust with repurchase behavior has not yet been developed. The model proposed below intends to remedy these three issues.

Insatiability: The Creation of Customer Satisfaction and Dissatisfaction

Historically General Motors pursued a strategy of customer dissatisfaction. This paper will lay out why GM would have pursued a strategy so at odds with contemporary thought and consider implications for current marketing thought and practice.

Learning the Questionnaire Design Topic with Real Clients

These days, teaching marketing research can be a real challenge. While few students are engaged in crunching and analyzing numbers, the majority of students are apathetic and detached from the course content. One of the reasons is the typical design of a marketing research assignment. In this article the authors suggest an innovation that will help students to better understand the questionnaire design topic and at the same time will help local companies to improve their questionnaires. In ad...

Meeting the Challenge of Marketing Intangibles

A major characteristic that distinguishes services from goods is intangibility. Intangibility means that a service is not physical and cannot be perceived by the senses (Pride and Ferrell, 2010). The intangibility of services makes them more difficult than goods for consumers to evaluate (Kenn, Hartley, Rudelius, 2011). This paper focuses on the challenges of marketing services due to their intangibility.

Social Networking Tools for Marketing Fine Art

Social networking sites allow users to interact with individuals who share similar interests or activities. While these sites were initially created to facilitate social relationships, marketers are beginning to realize the opportunity these sites provide to promote goods and services. Traditionally fine artists had to find someone willing to represent them and sell their creative work, typically an art representative or gallery. The Internet has allowed artists to showcase and sell their wor...

The Effect of Personal Attachment and Usage On Consumers' Response to Nostalgia

The goal of this research is to examine how consumers' current and past brand-related behaviors affect their responses to nostalgic advertising. In general, the authors argue that nostalgia advertising influences consumers in different ways, depending upon their experiences with a brand. It is hypothesized that the effect of nostalgia is more pronounced for individuals who are current (frequent) users of a brand that was used during their childhood. The results of the current research support...

Using Rfm Data to Optimize Direct Marketing Campaigns: A Linear Programming Approach

The direct marketing framework that incorporates the recency, frequency, and monetary value (RFM) of customers' previous purchases is a useful analytical tool for companies that want to fine-tune their market segmentation strategies, design more effective database programs, improve customer relationship management, and allocate marketing resources more efficiently. The current research offers an optimization model that helps determine whether a company should continue or curtail its marketing...