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. 5, No. 1, January

A Study on Customer Satisfaction, Service Quality and Company Image: An Empirical Analysis
INTRODUCTION The term image is currently used in a variety of contexts, i.e. corporate image, brand image, public image, self-image, restaurant image, store image, and so on. As a whole, an image can be defined as, "the sum of belief, ideas and...
Empirical Generalisations in Marketing: An In-Depth Analysis of the Concept
INTRODUCTION This paper is a beginning attempt to define the concept of "empirical generalisation" (EG). Although there is no standard way to define a term, texts in logic such as Copi (1982) and Manicas and Kruger (1976) provide useful introductions...
Explaining the Gap between Compulsive and Non-Compulsive Buyers regarding Their Actual/ideal Self-Discrepancies: How Different, Actually, Are Their Ideal Images?
COMPENSATORY CONSUMPTION Within a psychological context, compensatory consumption has been described as an inadequate attempt to obtain need satisfaction. It is an effort to make up for failure or weaknesses in one activity through excelling in...
Increasing Response Rate in Industrial Mail Surveys: The Effect of Respondent Involvement in Sweepstakes Incentive
INTRODUCTION One of the problems facing industrial marketers collecting primary data via mail surveys is that such research procedures suffer from low response rates which affect nonresponse errors. Historically, industrial mail surveys have been...
Marketing Strategy Effectiveness in Nigerian Banks
INTRODUCTION The deregulation of the Nigerian economy through SAP affected the Nigerian financial system in many ways (Umunnaehila, 1996). These include methods of licensing new banks and financial institutions, the pricing of credits and deposits,...
Me, We, or Thee? A Perceived Control Perspective on Consumer Decision Autonomy
INTRODUCTION While the nature of consumers' wants, needs, and desires may range from the "rational" to the "apparently irrational" (Holbrook & Hirschman, 1982, 132), all purchase decision processes are oriented toward goal achievement. Even...
The Health-Oriented Market: A Lifestyle Model, Empirical Test, and Implications for Market Segmentation Strategy
INTRODUCTION Despite the emphasis given these issues in the marketing literature, consumers of today are faced with more than just the task of having to make product and brand choices in the marketplace. More basically, they have to choose from...
The New Paradigm of Direct Marketing Research: Not the Old or the New, but a Merging of the Two
INTRODUCTION The misuse of modeling techniques is of particular importance in contemporary marketing as more and more companies enter the world of new types of distribution channels, e.g., the Internet, while continuing to use their historically...