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. 7, No. 1, January

An Event Study Approach to Evaluating the Economic Returns of Advertising in the Super Bowl
ABSTRACT While there are several anecdotal evidence of positive outcomes from Super Bowl advertising, there have not been any credible measurements of returns on investing in this expensive strategy. This paper evaluates the returns on management's...
An Exploratory Examination of Gender Bias and Customer Satisfaction in the Retail Sector
ABSTRACT This exploratory study attempts to answer three questions: 1) does gender bias in the retail selling environment exist today; 2) does dissimilarity of buyer and seller gender lead to bias; and 3) do the determinants of customer satisfaction...
CEO Perception of Customer Satisfaction: An Empirical Study
ABSTRACT This paper examines chief executive officers' perceptions relative to customer satisfaction. Additionally, customers of the chief executive officers' banks were asked to indicate their expectations concerning customer satisfaction. First,...
Corporate Social Responsibility and Ethics in the Principles of Marketing Course: One Institution's Journey
ABSTRACT Past and ongoing scandals in the business world provide justification for an increased emphasis on ethics and corporate social responsibility content in undergraduate business study, not as a separate course but integrated with other courses....
Multiple Channels for Online Branding
ABSTRACT Companies have been doing brand development for physical world products and services for many years. These experiences have led to a body of generally accepted approaches and processes that constitute the activity called brand building....
Prospect Theory and Perceptions of Quality: Non-Linear Effects of Quality Comparisons on Price in the Used Car Market
ABSTRACT Quality is a key decision criterion often included in consumer decisions. In this paper we explore the relationship between quality and price in the used car market. Prospect theory (Kahneman & Tversky, 1979) suggests that when evaluating...
The Application of Traditional Creativity Enlargement Methods for Instructing Marketing Students: An Exploration
ABSTRACT To date, educators in marketing have devoted much of their effort to improving student analytical skills and knowledge of the business setting. They have largely neglected the development of creativity in the classroom. One of the reasons...
The Impact of Product Category and Level of Disagreement on Relative Conflict: Does Product Category Affect the Joint Decision Making Process for Spouses?
ABSTRACT The primary objective of this study is to identify if the degree of differences between spouses in joint purchase decisions, and thus the relative degree of conflict, are greater in across category choices than within category choices....
Trends in the Childcare Industry: Projected Demand for Childcare Services in South Memphis, Tennessee
ABSTRACT This paper discusses recent trends in the childcare industry. Research indicates that two-thirds of all jobs created in the 1990s were filled by women, three-quarters of whom are likely to become pregnant during their working lives. More...
Voluntary Simplicity: Definitions and Dimensions
ABSTRACT Voluntary Simplicity is a growing social movement that is important to marketers, because it may herald fundamental and widespread changes in consumer preferences. Academics and leaders of the movement agree that a definition is needed...

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