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. 15, No. 1, 2011

A Case for Customer Based Brand Equity Conceptualization within Motivational Perspective
ABSTRACTCurrent class of conceptualizations of customer based brand equity (CBBE) which explains the formation of brand equity on the basis of consumers' cognition and behavior are primarily built on the foundations of associative network theory. This...
A Cross-Category Beverage Choice Model: A Need-Based Multi-Attribute Utility Approach
ABSTRACTGiven that a particular goal is salient, a consumer is likely to purchase in a category such that the category features most suitably serves to meet salient goal(s). Cross-category literature has not yet investigated a need-based approach in...
Applicant Perceptions of the Gender Effect on the Selling Process and on Targeting Prospective Customers: Does Gender Matter?
ABSTRACTThis manuscript examines applicant perceptions of the gender effect on the selling process and on targeting efforts. Specifically, the study investigates whether there is a gender effect during each stage of the selling process and targeting...
Biofuels: What Is on Practitioners' Mind?
ABSTRACTThis research content-analyzed newspaper articles about biofuels to understand salient issues in the industry. Since practitioners possess greater knowledge of industry facts and experience: attributes necessary to identify industry and business-specific...
Critical Factors Promoting Customer Loyalty to Smartphone and Mobile Communications Service Providers
ABSTRACTThe 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...
Developing a Multi-Item Measurement Scale for Developing Teenagers' Involvement in Reality Television
ABSTRACTThe aim of this paper is to develop and confirm a multi-item measurement scale for developing teenagers' involvement in Reality Television. Understanding involvement of teenagers' in RTV so that its role in their consumption behavior can be better...
Investigating the Presence of Transfer Pricing and Its Impact in U.S. Airline Mergers
ABSTRACTTransfer pricing (TP) issues are typically highly proprietary due to the potential value addition or leakage they may present for an organization. This paper attempts to examine the issue of TP within the scope of U.S. airline mergers, specifically...
Location Decision Making: The Case of Retail Service Development in a Closed Population
ABSTRACTExtant literature on site selection highlights the need for scientific research to aid location decisions. In spite of this call, most published research on site selection utilizes neither a well-developed theory of consumer behavior nor considers...
Manufacturers' Representatives: Relationships between Selling Support and Satisfaction
ABSTRACTManufacturers may outsource the sales function for their products to manufacturers' representatives on an extended contract basis. These independently owned and operated firms work with several manufacturers by selling a portfolio of noncompeting...
Market Focus in Aacsb Member Schools: An Empirical Examination of Market Orientation Balance and Business School Performance
ABSTRACTThis manuscript reports the results of a national survey examining the magnitude and balance of market orientation toward students, parents, and employers of graduates exhibited in AACSB member schools. We reword Narver and Slater's (1990) "market...
Measuring the Value of Ingredient Brand Equity at Multiple Stages in the Supply Chain: A Component Supplier's Persepctive
ABSTRACTPurpose: The goal of this article is to conceptualize the Ingredient Branding strategy and propose tools for measuring value derived from brand equity at the component supplier's perspective. We demonstrate how brand equity occurs and how it...
Participating in the Conversation: Exploring Usage of Social Media Networking Sites
ABSTRACTThe use of social networks has risen dramatically over the last few years as users have reached out to friends, new acquaintances and businesses through this new means of communication. If firms are to successfully utilize social networks as...
Professional Women's Variety-Seeking Behavior in Fashion Clothing: New York City and London
ABSTRACTThis paper examines the impact of self construal, attention to social comparison information (ATSCI), and conformity motivation on professional career women's variety seeking in fashion clothing choices. An important contribution of this research...
The Effect of Cultural Orientation on Advertising Effectiveness. a Comparison among Americans, Mexican-Americans, and Mexicans
ABSTRACTThe purpose of this paper is to investigate the effect that cultural orientation has on advertising effectiveness. The samples are extracted from three different populations: Americans, Mexicans, and Mexican-Americans. A total of 331 usable questionnaires...
The Effect of Memory Structure and Function on Consumers' Perception and Recall of Marketing Messages: A Review of the Memory Research in Marketing
ABSTRACTMarketers have long recognized the important role that memory plays (e.g., by affecting consumer perception and recall of marketing messages) in the decision-making processes of consumers. In this article, we provide an overview of consumer memory...
The Effects of Information Privacy and Online Shopping Experience in E-Commerce
ABSTRACTThe purpose of this study was two-fold: 1) to investigate the effect of e-tailer information privacy policy on customers' privacy concerns and their perceptions of the e-tailer trustworthiness and 2) to examine the effect of consumers' online...
Word-of-Author Advertising in Textbooks: The Role of Brand Familiarity and Placement Repetition on Recall and Recognition
ABSTRACTThis study considers factors that may influence the recall and recognition of word-of-author advertising - the practice of including branded references within a book. Within the domain of WOA advertising in textbooks, our results indicate that...