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. 14, No. 1, 2010

Customer Delight: A Review
ABSTRACTMarketers now realize that simply satisfying customers may not be enough to insure loyalty. Rather, they should strive for customer delight, defined as a combination of joy and surprise. Yet, only in the last decade have customer delight and...
Do Animated Banner Ads Hurt Websites? the Moderating Roles of Website Loyalty and Need for Cognition
ABSTRACTWhile extant research has examined the effectiveness of banner ads, relatively little is known about the effect of animated banner ads on consumers' attitudes and revisit intentions toward the host website and the brand advertised in the ad....
Effectiveness of Online Advertisement Factors in Recalling a Product
ABSTRACTThe emerging area of interactive advertising presents fresh challenges for advertisers who have hitherto adopted interruptive strategies. This paper explores various online advertisement factors that motivate consumers to recall online advertisements....
Identifying Market Mavens Online by Their Social Behaviors in Community-Generated Media
ABSTRACTMarket mavens are considered to be an ideal target for communicating marketing mix changes within social networks when these changes span multiple product categories and involve something more than new product introduction (Feick & Price,...
Information Sharing with B2B Customers the Seller's "Double-Edged Sword"
ABSTRACTThe goal of this paper is to recognize the potential problems for sellers who share information with customers in the business-to-business (B2B) setting, a perspective counterintuitive to previously discussed in the marketing literature. In doing...
Measuring Turnover: A Review of Traditional Measurement Methods and Development of Measurement Techniques Based on Survival Analysis
ABSTRACTTraditional methods of measuring turnover are briefly reviewed before various forms of survival analysis are discussed. The review and discussion of survival analysis leads to a recommendation for developing and using a turnover constant to assist...
Strengthening the Impact and Value of International Marketing Curriculum Outcomes: A Comparative Study of Turkish and European Business Students Perceptions of Coursework and Careers
ABSTRACTTremendous growth in the internationalization of businesses over the past decade has been fueled by numerous factors (market saturation, growing demand, etc.). With this growth, there is a need to expand business school curricula, placing more...
The Roles of Demographics on the Perceptions of Electronic Commerce Adoption
ABSTRACTThis article examines the effects of demographic factors on the linkages between perceptions of information technology and electronic commerce adoption. Many firms are moving to create virtual marketplaces as their primary points of consumer...
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