Academy of Marketing Studies Journal

Inconsistencies of Performance Measurements Within Channel Systems

The channels literature has focused on antecedents to developing healthy and functionally coordinated relationships within the channel and how these relationships are essential for optimum channel performance. However, due to inconsistencies of performance measurements within channel systems, there is a need to better assess performance in the channel setting so marketers can more accurately measure the success of marketing strategies. This paper provides a brief overview of prior channels pe...

Mortgage Marketing Practices and the U.S. Credit Crisis

What role did mortgage marketing practices play in the U.S. credit crisis? Was it the result of greedy lenders, deceptive loan originators, creators of mortgage-backed securities, and complacent investors? Or were consumers complicit with lenders in a market bubble fed by easy credit and a laissez-faire government? Critics claim that many contracts for loans at risk of default were the result of unscrupulous lending practices. Greedy lenders preyed on unsophisticated and vulnerable borrowers....

Consumer Receptivity to Social Marketing Information: The Role of Self-Rated Knowledge and Knowledge Accuracy

Prior knowledge has been shown to impact information search and processing in traditional product and service contexts. We examine the impact of two types of prior knowledge, subjective knowledge and self-rated knowledge, on information receptivity in a critical social marketing realm-AIDS. We find that subjective knowledge accuracy is positively related to topic receptivity, and self-rated knowledge is inversely related to message receptivity. The two types of knowledge exhibit a low correla...

Human Dimension in Marketing Research: A Sense-Making Approach

Marketing research is an important element of the marketing process. Typical models of research explain research as an objective process. However, like any other process, marketing research has human elements. Hence, there are subjective elements that are inherent to the research process. We employ the sense making approach to delineate these subjective processes. Sense-making perspective as applied to the marketing research process is discussed.

The Impact of Market Orientation Toward Students and Student/Faculty Ratios On Performance Excellence in the Case of Aacsb - International Member Schools

This manuscript reports the results of a national survey examining levels of market orientation toward students and student/faculty ratios exhibited in AACSB member schools. We reword Narver and Slater's (1990) "market orientation" scale and Jaworski and Kohli's (1993) "overall performance" scale for use within the higher education context. We group respondents based on overall performance and report mean level of market orientation and mean student/faculty ratio for each of four levels of pe...

Brand Name and Price Cue Effects Within a Brand Extension Context

This research considers brand name and price cue interaction effects on perceived quality judgments within a brand extension context. A lab experiment was conducted within the context of a new grocery product and brand name quality was manipulated at two levels, high and moderate. Price information was manipulated at two levels, high and low. Results suggest that high price information may enhance perceived quality evaluations of new offerings extended from moderate quality parent brands, and...

Attitudes Toward and Stereotypes of Persons with Body Art: Implications for Marketing Management

Although adorning the body by means of tattoos and body piercings is an ancient practice, it has become increasing popular as of late in Western cultures including the United States. The increasing popularity of body art has been most apparent among young adults and has given rise to a growth industry catering to these consumers. Little attention has been paid to the increasing popularity of body art from the marketing perspective. Since individuals engaged in a variety of marketing-related a...

Re-Branding Social Good: Social Profit As a New Conceptual Framework

The term "non-profit" has been criticized as fiscally inaccurate and negative, when the goal of these organizations is, in fact, positive. The United States Internal Revenue Service (IRS) Code states that earnings gained by "non-profit" organizations may not benefit individuals or stakeholders, which neglects a broader, social-context definition of the term "stakeholder". The concept of "social profit" is a more positive, more accurate descriptor of an orientation toward benefit to all societ...