Academy of Marketing Studies Journal

A double blind, refereed journal which publishes theoretical and empirical manuscripts in marketing. Its primary objective is to expand the boundaries of the literature by supporting the exchange of ideas and insights which further the understanding of marketing.

Articles from Vol. 10, No. 1, 2006

Are Sales Managers Predisposed to Self-Monitoring?
ABSTRACTFrequently when people are in unfamiliar situations they look to others for cues to determine appropriate behavior, a process described as self-monitoring. The research reported here examined the self-monitoring construct with a national sample...
Bridge Positioning: Is It a Step Ahead of All Other Positioning Techniques? a Conceptual Paper
ABSTRACTPositioning has undergone lot of transformation with the passage of the time. Positioning has to be more precise so that time to build brand can be shortens and thus maximizing the resources. The new customers are attracted to the newer brands....
Exploring the Effects of Part-Time Instructors in the Principles of Marketing Course at a Comprehensive Iia University in the Mid-South
ABSTRACTThis paper explores the effects of part-time instructors in the Principles of Marketing course at a comprehensive IIA university in the Mid-South. We find part-time instructors assign grades 0.86 points higher than assigned by full-time instructors....
Idols of the Tribe: Brand Veneration, Group Identity, and the Impact of School Uniform Policies
ABSTRACTThe imposition of school uniform policies across the country presents an interesting opportunity for marketing researchers to examine the behavior of consumers in response to real world changes in the social context of consumption. School uniform...
Multiple Measures of Loyalty: Validity and Reliability Tests in Two Retail Settings
ABSTRACTThe author employs multiple indicators to measure retailer brand loyalty in consumers of fast-food burger outlets and health clubs. Validity tests and reliability tests are performed. The authors find that the six measures are coherent regarding...
Perceptions of Relationship Marketing Activities by Service Personnel in the HVAC Industry
ABSTRACTThis paper examines the attitudes of technicians and contractors of small HVAC firms in regard to how they view relationship marketing activities. A survey was utilized to gauge their perceptions regarding relational marketing activities deemed...
The Effects of Gender and Argument Strength on the Processing of Word-of-Mouth Communication
ABSTRACTThis study explores the effects of gender and message argument strength in a unique context: word-of-mouth (WOM) communication. We report the results of an experiment (n=130) in which communicator gender and argument strength are manipulated,...
Where Does Marketing Fit into the Capital Budgeting Equation?
ABSTRACTIn order for a firm to grow, the firm must often implement various growth-oriented projects. After a number of new project ideas have been generated, the initial list of ideas is screened and those ideas that are inconsistent with the organization's...