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. 16, No. 1, January

A Framework for Examining the Role of Culture in Individuals Likelihood to Engage in Self-Gift Behavior
INTRODUCTION "Amy White is getting an early start on her holiday shopping list. The St. Louis attorney has already picked out a Harry Potter DVD, a $70 coffee-table book and a $39 Victoria's Secret sweater. There's even a $625 purple vase on the...
A Study on the Online Shopper's Self-Disclosure
INTRODUCTION Self-disclosure is known to be an important factor to the sound mind. Many psychologists and health professionals recommend self-disclosure as a method of improving well-being (Carmeron et al. 2009). Self-disclosure, is defined as the...
Attitude toward Brand: An Integrative Look at Mediators and Moderators
INTRODUCTION Delving into the processes through which advertising efforts stimulate consumers to buy a particular brand has been an area of interest among marketing researchers for a long time (MacKenzie, Lutz, & Belch, 1986). In this way, attitude,...
Consumer-Based Brand Equity in the Television Industry: A Study of a Private TV Channel in Turkey
INTRODUCTION The recent technological advancements and lower financial entry barriers into the media industry have led to changes in practices of mass communication (Oyedeji, 2007). The current media environment is able to deliver specialized content...
Ethnocentrism in the U.S.: An Examination of CETSCALE Stability from 1994 to 2008
INTRODUCTION The consumer ethnocentrism scale (CETSCALE) developed by Shimp and Sharma (1987) has been used by researchers in marketing strategy ever since its introduction as a tool for measuring consumer attitudes regarding the appropriateness...
The Effect of Brand Experience on Brand Relationship Quality
INTRODUCTION In marketing practice, brand experience has attracted much attention(Brakus, Schmitt & Zarantonello, 2009). It is important for marketing professionals to understand how customers experience brands and how the brand experience affects...
The Impact of Adding Improvisation to Sequential NPD Processes on Cost: The Moderating Effects of Turbulence
INTRODUCTION Coping with a volatile environment is a job requirement for all modern-day new product development managers as change and uncertainty characterize today's unpredictable business world (Calatone, Garcia, & Droge 2003; Lynn &...
Using Taguchi Methods in a Marketing Study to Determine Features for a Smartphone
INTRODUCTION Statistical experimental methods have emerged as a powerful method for analyzing cause and effect relationships among factors over the past 75 years. Design of Experiments (DoE) methods are used in industry for process improvement and...