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. 10, No. 2, 2006

A Study of Market Orientation in American Business Schools
ABSTRACTThe market orientation strategy is based upon the acceptance and adoption of the marketing concept. The market-oriented business recognizes the importance of coordinating the activities of all departments, functions, and individuals in the organization...
A Test of Prospect Theory in the Used Car Market: The Non-Linear Effects of Age and Reliability on Price
ABSTRACTProspect theory (Kahneman & Tversky, 1979) suggests that consumers compare decision criteria against a reference point when evaluating alternatives. It further posits that consumers are risk seeking for losses (below the reference point)...
Effectiveness of Sales Promotional Tools in Malaysia: The Case of Low Involvement Products
ABSTRACTThe thrust of this paper is to evaluate the effectiveness of sales promotional strategies namely, coupon, price discount, free sample, bonus pack, and in-store display in the purchase of low involvement products by Malaysian consumers. The paper...
Examining the Effectiveness of Proposed Cigarette Package Warning Labels with Graphic Images among U.S. College Students
ABSTRACTThe smoking rate among U.S. college students is much higher than the national average. College is a time when many young adults try smoking and see smoking as having social benefits. Most of these new smokers believe that they will quit smoking...
Market Segmentation for Online Courses in the College of Business
ABSTRACTThe purpose of this article is to analyze the market segments of students enrolled in undergraduate online business courses at a regional state university. By understanding the defining characteristics of these students, universities may be able...
Pay for Performance: Contrary Evidence and a Predictive Model
ABSTRACTThis paper presents research from various disciplines and various settings revealing counter-intuitive results deriving from the use of rewards. It is hypothesized that these results obtain by virtue of the salience of the reward - contrary to...
The Income Effect in Personal Shopping Value, Consumer Self-Confidence, and Information Sharing (Word of Mouth Communication) Research
ABSTRACTTheory predicts that income should influence a complex set of relationships involving personal shopping values, consumer self-confidence, and word of mouth communication. Nevertheless, irrespective of income level, findings indicate that social...
The Role of Explicit Contracts and Cooperative Norms on Fairness in Buyer-Seller Relationships
ABSTRACTThis research develops and tests a model that examines the effect of explicit contracts and cooperative norms on buyer's perceived fairness in the relationship. Data were collected in a business-to-business setting. Responses were received from...