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

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...
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...
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...
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...
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...
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