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. 15, No. 1, 2011

A Cross-Category Beverage Choice Model: A Need-Based Multi-Attribute Utility Approach
ABSTRACTGiven that a particular goal is salient, a consumer is likely to purchase in a category such that the category features most suitably serves to meet salient goal(s). Cross-category literature has not yet investigated a need-based approach in...
Biofuels: What Is on Practitioners' Mind?
ABSTRACTThis research content-analyzed newspaper articles about biofuels to understand salient issues in the industry. Since practitioners possess greater knowledge of industry facts and experience: attributes necessary to identify industry and business-specific...
Critical Factors Promoting Customer Loyalty to Smartphone and Mobile Communications Service Providers
ABSTRACTThe present study examines the relationships between corporate image, price, product quality, product innovation, and customer loyalty, and investigates key drivers that establish and maintain customer loyalty to smartphone and mobile telecommunications...
Developing a Multi-Item Measurement Scale for Developing Teenagers' Involvement in Reality Television
ABSTRACTThe aim of this paper is to develop and confirm a multi-item measurement scale for developing teenagers' involvement in Reality Television. Understanding involvement of teenagers' in RTV so that its role in their consumption behavior can be better...
Measuring the Value of Ingredient Brand Equity at Multiple Stages in the Supply Chain: A Component Supplier's Persepctive
ABSTRACTPurpose: The goal of this article is to conceptualize the Ingredient Branding strategy and propose tools for measuring value derived from brand equity at the component supplier's perspective. We demonstrate how brand equity occurs and how it...
Participating in the Conversation: Exploring Usage of Social Media Networking Sites
ABSTRACTThe use of social networks has risen dramatically over the last few years as users have reached out to friends, new acquaintances and businesses through this new means of communication. If firms are to successfully utilize social networks as...
The Effect of Cultural Orientation on Advertising Effectiveness. a Comparison among Americans, Mexican-Americans, and Mexicans
ABSTRACTThe purpose of this paper is to investigate the effect that cultural orientation has on advertising effectiveness. The samples are extracted from three different populations: Americans, Mexicans, and Mexican-Americans. A total of 331 usable questionnaires...
The Effects of Information Privacy and Online Shopping Experience in E-Commerce
ABSTRACTThe purpose of this study was two-fold: 1) to investigate the effect of e-tailer information privacy policy on customers' privacy concerns and their perceptions of the e-tailer trustworthiness and 2) to examine the effect of consumers' online...
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.