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. 13, No. 1, January

Attitudes toward Coupon Use and Bargain Hunting: An Examination of Differences by Gender
INTRODUCTION The conclusion of several major studies of male shopping behavior in the past decade is that males have become more active in the marketplace, are not understood, and are largely underserved (Bakewell & Mitchell, 2004; Harmon &...
Building Quality Internal Exchange: The Role of the Organization and the Individual in Internal Customer Orientation
INTRODUCTION Internal customer orientation (ICO) is defined as a mindset in which internal providers of services treat current or potential users of those services as customers with whom transactional and relational exchange is sustained through...
Embracing Enrollment Management: A Comprehensive Approach to College Student Marketing
INTRODUCTION As the cost of providing post secondary education continues to increase and government support steadily decreases, religiously-affiliated, private, four-year colleges are forced to rely more heavily on tuition revenue for economic viability....
Pets in Print Advertising-Are We Seeing More of Rover and Fluffy? A Content Analysis of Four Popular Magazines
INTRODUCTION A dog on a leash pulls its master toward a flock of flushing pigeons in an advertisement for asthma medicine. A cat serenely naps on the couch next to a couple of apartment dwellers fretting about their home loan application in an ad...
Promotions as Coopetition in the Soft Drink Industry
INTRODUCTION Interdependence with complete conflicts of interest epitomizes competition (Moorthy 1985); interdependence with partial conflicts of interest warps competition. Partial conflicts of interest can create cooperative incentives among rivals...
Relationship between Consumer Personality and Brand Personality as Self-Concept: From the Case of Korean Automobile Brands
INTRODUCTION A consumer is an individual with a distinctive personality. The term "personality" refers to the unique psychological characteristics eliciting consistent and lasting responses to one's own environment. Therefore, personality can be...
The Recovery Paradox: The Effect of Recovery Performance and Service Failure Severity on Post-Recovery Customer Satisfaction
INTRODUCTION Services fail, and fail often (Fisk, Brown and Bitner 1993). Indeed, due to the unique nature of services, failure is both more common than goods failure and inevitable (Chung and Hoffman 1998; Fisk, Brown, and Bitner 1993). With the...