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. 2, 2011

Active Adult Communities: A Development of Hypotheses regarding Consumer Attitudes and Preferences
ABSTRACTThis paper presents a preliminary study which is utilized to develop a series of hypotheses regarding the attitudes and preferences of mature adult consumers pertaining to age-qualified active adult communities. The exploratory study was conducted...
Are Consumers Following Retailers to Social Networks?
ABSTRACTThis paper examines the use of social media marketing (SMM) by top retailers during the fall of 2009. Eighteen top-rated retailers and five social media networks were identified for this study. Data were collected weekly from September through...
Case Studies of Cybercrime and Their Impact on Marketing Activity and Shareholder Value
ABSTRACTCybercrime, also called e-crime, costs publicly traded companies billions of dollars annually in stolen assets and lost business. Cybercrime can totally disrupt a company's marketing activities. Further, when a company falls prey to cyber criminals,...
Chinese Consumers' Store Image Formation and Its Impact on Patronage Behavior
ABSTRACTThe researchers explored Chinese consumers' store image perceptions from their free responses and compared the responses with those revealed from structured questions. The qualitative data identified six broad components, some of which contained...
CONSUMER UTILIZATION OF AN ADVERTISING STIMULUS: THE EFFECT OF THE Peel 'N Taste® MARKETING SYSTEM ON CUSTOMER ATTITUDES, PRODUCT FEELINGS AND LIKELIHOOD OF PURCHASE
ABSTRACTProduct sampling is often used by marketers to induce product trial, with the hopes this will lead to purchase and product adoption. Sampling of tangible products, though, is an expensive and time-consuming endeavor. Scratch-and-Sniff ads were...
Divergent Meaning of Convergent Mobile Phone from Generic Mobile Phone
ABSTRACTMobile phones have become necessities of our life and nowadays convergent mobile phones are spreading rapidly. However, the meaning of convergent mobile phones for consumers and the difference between generic mobile phones and convergent mobile...
Exploring Personal Selling as a Career Option: A Case Study of the Perceptions of African-American Students
ABSTRACTAn understanding of the perceptions of students towards personal selling is an important area of study. Personal selling is a critical marketing activity that accounts for a major portion of the revenue generation for any company. Those who sell...
Human Roles and Communication Strategies of Corporate Identity Performance: Enhancing Global Image, Leadership, and Legacy of a High-Tech Leader
ABSTRACTThis paper proposes a notion of corporate identity as strategic management and marketing performance by individuals, specifically one kind of performance that integrates business goals with philanthropic motivations. The integrative model of...
Is a Designer Only as Good as a Star Who Wears Her Clothes? Examining the Roles of Celebrities as Opinion Leaders for the Diffusion of Fashion in the Us Teen Market
ABSTRACTThe early adopter category has a tremendous impact on the successful adoption of a fashion by the masses. More specifically, the opinion leaders in this category are key members of society that are crucial in disseminating information on the...
Making Universities Relevant: Market Orientation as a Dynamic Capability within Institutions of Higher Learning
ABSTRACTAs the globalization of the world economy continues, universities face the increasing challenge of being relevant. We explore the role of Market Orientation (MO) in helping universities align their internal resources, and thereby become more...
Marketing a University-Affiliated Applied Research Center: An Application Involving Hull-Spence Behavioral Theory
ABSTRACTThis paper demonstrates a market-segmentation and targeting methodology that would benefit business-to-business marketers. Specifically, the method highlights how published, secondary data can be used to construct an aggregate choice model for...
Meeting the Challenge of Marketing Intangibles
ABSTRACTA major characteristic that distinguishes services from goods is intangibility. Intangibility means that a service is not physical and cannot be perceived by the senses (Pride and Ferrell, 2010). The intangibility of services makes them more...
Skin Tone as the Signifier of Race: The Effect of Consumer Ethnic Identity on Targeted Marketing
ABSTRACTAlthough there has been significant research regarding ethnically targeted marketing and the portrayals of ethnic minorities in Advertising, the central focus has been on categorizing race as a physiologically homogeneous group without considering...
Successful Cause-Related Marketing Partnering as a Means to Aligning Corporate and Philanthropic Goals: An Empirical Study
ABSTRACTCorporate social responsibility has received considerable attention within both the academic and business communities. Cause-Related Marketing (CRM) has evolved as an area of social responsibility that allows firms to link their philanthropic...
The Effects of Source Choice on Word-of-Mouth Communication Influence
ABSTRACTPast research suggests that consumers who have greater perceived control over a situation are more likely to evaluate that situation in a favorable manner. In the current study, this theoretical prediction is extended to the domain of Word-of-Mouth...
The Periodization of Marketing: Myth or Reality? Evidence from the Scott Paper Company
ABSTRACTDiscussions of marketing evolution appear to repeat the notion that the production, sales and marketing orientations evolved episodically. This periodization culminates with the marketing concept in the 1950s when, it is believed, consumer needs...
Using Rfm Data to Optimize Direct Marketing Campaigns: A Linear Programming Approach
ABSTRACTThe direct marketing framework that incorporates the recency, frequency, and monetary value (RFM) of customers' previous purchases is a useful analytical tool for companies that want to fine-tune their market segmentation strategies, design more...
Young Consumers in the New Marketing Ecosystem: An Analysis of Their Usage of Interactive Technologies
ABSTRACTExecutives from some of the largest companies are calling the interactive technologies (IT) young people are using "the new marketing ecosystem." Very little is known about the perceptions tweens, teens, and young adults have of their usage of...
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