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, July

Active Adult Communities: A Development of Hypotheses regarding Consumer Attitudes and Preferences
INTRODUCTION As the population ages, "the single most important demographic trend in the United States is the changing age structure of the population ... The post-World War II baby boom produced 78 million baby boomers, born between 1946 and 1964"...
Are Consumers Following Retailers to Social Networks?
INTRODUCTION The current economy poses many challenges for marketers and retailers. A Yankelovich Partners study (2005) found almost sixty percent of US customers find marketing to be irrelevant for them personally, and seventy percent are interested...
Case Studies of Cybercrime and Their Impact on Marketing Activity and Shareholder Value
INTRODUCTION E-commerce is a fundamental part of marketing activity. Most e-commerce takes place on the websites of publicly traded companies. The term 'cyberspace' refers to the electronic medium of computer networks, principally the Web, in which...
Chinese Consumers' Store Image Formation and Its Impact on Patronage Behavior
INTRODUCTION The Chinese economy has sustained continuous growth, and so has its consumer market. Containing twenty-five percent of the world's population, who most importantly, have money to spend, this market attracts much attention from international...
Consumer Utilization of an Advertising Stimulus: The Effect of the Peel 'N Taste[R] Marketing System on Customer Attitudes, Product Feelings and Likelihood of Purchase
INTRODUCTION Scratch-and-sniff advertisements appeared in large number in the 1990s, relying on printing technology that made it possible for consumers to interact with a product and a salient attribute in an inexpensive (for the marketer) and non-threatening...
Divergent Meaning of Convergent Mobile Phone from Generic Mobile Phone
INTRODUCTION In 2009, more than 95% people use mobile phones in Korea. Generic mobile phones became one of the necessities in modern society, replacing cord phones. However, with the arrival of the digital convergence era, there has been a change...
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
INTRODUCTION "A good model can advance fashion by 10 years."--Yves Saint Laurent, 1984 Fashion is an area where interpersonal communications have been found to be highly important in the diffusion of information. Additionally, the frequent introduction...
Meeting the Challenge of Marketing Intangibles
INTRODUCTION In most developed countries, services account for nearly 70 percent of gross domestic product (Pride and Ferrell, 2010). The overwhelming majority of marketing literature discusses the marketing of goods. The principles of marketing...
Successful Cause-Related Marketing Partnering as a Means to Aligning Corporate and Philanthropic Goals: An Empirical Study
INTRODUCTION As companies look towards a more strategic approach of incorporating philanthropic activities, firms are examining various avenues to align these activities with brand and corporate goals (Varadarajan and Menon, 1988; Fellman, 1999)....
Young Consumers in the New Marketing Ecosystem: An Analysis of Their Usage of Interactive Technologies
INTRODUCTION Recently, corporate executives have begun to realize Facebook, MySpace, instant messaging, cellular telephones, chat rooms and other forms of electronic media have emerged as a new "marketing ecosystem" that is fundamentally transforming...

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