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, 2012

A Framework for Examining the Role of Culture in Individuals Likelihood to Engage in Self-Gift Behavior
ABSTRACTThe purpose of this research is to propose a framework to be used for investigating whether self-gifting is a universal phenomenon, or one confined to Western societies. Does everybody self-gift? What are the influences on self-gift behavior?...
A Study on the Online Shopper's Self-Disclosure
ABSTRACTBuilding a continuous relationship is regarded as a key success factor in businesses. Many scholars and executives have looked for influencing factors on the development and maintenance of a sound relationship with its customers. In psychology,...
Attitude toward Brand: An Integrative Look at Mediators and Moderators
ABSTRACTExploring the effects of advertisement on attitude toward a brand has been a major concern to marketing scholars for decades. However, the literature on brand attitudes is so broad and the areas of focus of researchers are so fragmented that...
Consumer-Based Brand Equity in the Television Industry: A Study of a Private TV Channel in Turkey
ABSTRACTThe study examines the consumer-based brand equity (CBBE) of a private TV channel, Kanal B, in Turkey. Specifically, it investigates 1) which of the brand equity aspects the viewers' perceive that Kanal B performs well; 2) how the programs the...
Ethnocentrism in the U.S.: An Examination of Cetscale Stability from 1994 to 2008
ABTRACTThe consumer ethnocentrism scale (CETSCALE) developed by Shimp and Sharma (1987) is a widely used survey instrument in Marketing Strategy research. However, few studies have been done to test the stability of consumer ethnocentrism CETSCALE scores...
The Effect of Brand Experience on Brand Relationship Quality
ABSTRACTIt is very important for customers to have brand experiences in marketing practice. These brand experiences affect consumer-brand relationship quality positively. Brand experience is composed of four dimensions: sensory, affective, behavioral,...
The Impact of Adding Improvisation to Sequential Npd Processes on Cost: The Moderating Effects of Turbulence
ABSTRACTThe ability to develop new products efficiently has become an important consideration in the current atmosphere of constrained budgets and fast-changing environments. New product development (NPD) researchers and practitioners have taken note,...
Using Taguchi Methods in a Marketing Study to Determine Features for a Smartphone
ABSTRACTOne of the most important issues involved in launching a new product offering involves identifying those features which will enable a product to garner the greatest market share. Numerous approaches have been used for this purpose, with Quality...