International Journal of Marketing Studies

Articles from Vol. 5, No. 2, April

A Discourse Approach to Brand Leadership Management
AbstractThis paper examines existing viewpoints on brand leadership management and presents discourse analysis as another efficient, coherent and sustainable approach to this concept. Importantly, existing works on brand leadership management are critiqued...
A Matter of Shoes: The Analysis of Desired Attributes of Shoes and Its Retail Shops from Bangkok Consumers' Perspectives
AbstractThrough several statistical tests, this two staged research aims to study desired attributes of shoes and its retail shop. Four hundred fifty one samples were collected. In the first stage, the research analysed the level of importance of 50...
Attitudes toward Product Placement: A Cross-Cultural Analysis in Tunisia, France, Italy, and Poland
AbstractThe internationalization of the film industry has contributed greatly to the development of intercultural placements of products and brands as audiovisual supports. Therefore, it becomes interesting to study the efficiency of this communication...
Caffeine Catastrophe: Energy Drinks, Products Liability and Market Strategy
AbstractDespite widespread growth in the U.S. alternative beverage market in recent years, there are rising concerns that the producers of energy drinks, energy shots, and relaxation drinks have failed to adequately disclose potential health risks associated...
Consumer Intention to Buy Original Brands versus Counterfeits
AbstractThe present study addresses the issue of consumer intention to buy original brands and their counterfeits in the Indonesian fashion product market. Specifically, it examines the impact of past purchases (of original brands and their counterfeits),...
Consumer Preference for Broiler Meat in Ghana: A Conjoint Analysis Approach
AbstractUnderstanding Consumer's preferences on attributes of broiler meat are the first step to successfully positioning the domestic poultry industry to compete effectively with import substitutes. Data was obtained from 206 consumers made up of households,...
Service Quality in the Banking Sector in Ghana
AbstractIn the contemporary business milieu and "era of customer", delivering quality service is a sine qua non in ongoing strategy of most business firms and constitutes integral ingredient for success and survival in present day's competitive environment....
The Effectiveness of Internet Advertising through Memorization and Click on a Banner
AbstractThe development of the Internet tool was accompanied by a business turnaround which has deep effects on the rules of marketing and particularly the company-customers relationships. The graphical interface that the Web can create between the company...
The Effect of Multiple Rebranding on Customer Loyalty in Nigerian Mobile Telephony
AbstractEconet Wireless, a Nigerian mobile telephone network rebranded five times within the space of eight years to become what it is today, Airtel Nigeria. This research sought to know the impact of multiple rebranding on the loyalty of the network's...
The Postmodern Consumer: An Identity Constructor?
AbstractThis article attempts to contribute to better understand the postmodern consumer, by trying to identify one of its main characteristics: an identity constructor. Indeed, after studying the postmodern conditions, we have noticed that every condition...
The Relationship between Brand Trust, Brand Affect, Attitudinal Loyalty and Behavioral Loyalty: A Field Study towards Sports Shoe Consumers in Turkey
AbstractThe main purpose of this study is to examine the relations between brand trust, brand affect, attitudinal loyalty and behavioral loyalty. In this regard, an online survey was conducted on sports shoe consumers in Turkey. 428 consumers participated...
The Relationship between Private Domain and Commercial Domain of Hospitality in Airlines: Employing Partial Least Square Technique
AbstractThe purpose of the present study is to understand the relationship between passengers' level of hospitality performance in private setting and their expectation of hospitality provision in airlines as commercial setting. The present study sample...
The Role of Perceived Justice in Building Brand Trust
AbstractThe objective of this study is to examine the relationships between perceived justice, brand trust and switching costs. In this context, using convenience sampling, a survey was conducted on 427 complaining customers regarding with white goods....
The Use of Dead Celebrity Images in Advertising and Marketing-Review, Ethical Recommendations and Cautions for Practitioners
AbstractA practice that is increasing in frequency and scope is the use of images of dead celebrities in advertising and marketing. In this paper, we examine this practice and do the following. First, we examine the size and growth-rate of this market....
Tracking Jordan Destination Image Using the Same Sample
AbstractThe aim of this paper is to track Jordan destination image using the same sample. The perceptions of tourists visiting Jordan on the pre- and post- visit images of Jordan were analysed. A total of 179 questionnaires were distributed by the assistance...
Training as a Factor Influencing Adoption of Innovations along Mango Value Chains in Meru County, Kenya
AbstractThe study has used a descriptive survey design. The study was carried out in Meru County. The study area was limited to the lower part of Meru County whose climatic condition is suitable for mangoes production. This study adopted a likelihoodselection...
What Affects Mobile Application Use? the Roles of Consumption Values
AbstractToday, mobile application (App) is a new emerging mobile technology and has been widely used. This new mobile artifact not only overturns the traditional business model of mobile industry, but also creates new avenues of mobile market opportunities....
Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.