Academy of Marketing Studies Journal

ABSTRACTThis paper presents a preliminary study which is utilized to develop a series of hypotheses regarding the attitudes and preferences of mature adult consumers pertaining to age-qualified active adult communities. The exploratory study was conducted...

ABSTRACTCybercrime, also called e-crime, costs publicly traded companies billions of dollars annually in stolen assets and lost business. Cybercrime can totally disrupt a company's marketing activities. Further, when a company falls prey to cyber criminals,...

ABSTRACTProduct sampling is often used by marketers to induce product trial, with the hopes this will lead to purchase and product adoption. Sampling of tangible products, though, is an expensive and time-consuming endeavor. Scratch-and-Sniff ads were...

ABSTRACTAn understanding of the perceptions of students towards personal selling is an important area of study. Personal selling is a critical marketing activity that accounts for a major portion of the revenue generation for any company. Those who sell...

ABSTRACTThe early adopter category has a tremendous impact on the successful adoption of a fashion by the masses. More specifically, the opinion leaders in this category are key members of society that are crucial in disseminating information on the...

ABSTRACTThis paper demonstrates a market-segmentation and targeting methodology that would benefit business-to-business marketers. Specifically, the method highlights how published, secondary data can be used to construct an aggregate choice model for...

ABSTRACTAlthough there has been significant research regarding ethnically targeted marketing and the portrayals of ethnic minorities in Advertising, the central focus has been on categorizing race as a physiologically homogeneous group without considering...

ABSTRACTPast research suggests that consumers who have greater perceived control over a situation are more likely to evaluate that situation in a favorable manner. In the current study, this theoretical prediction is extended to the domain of Word-of-Mouth...

ABSTRACTThe 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...