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. S1, September

A Cross-Category Beverage Choice Model: A Need-Based Multi-Attribute Utility Approach
INTRODUCTION Market basket choice models have been a major area of research in marketing. Such models are particularly insightful for manufacturers and retailers. Manufacturers can identify marketing-mix factors (e.g., packaging, price, or promotion)...
Biofuels: What Is on Practitioners' Mind?
INTRODUCTION The concept "biofuel" defines liquid fuels produced from organic, non-fossil material of biological origin such as crops, wood, and waste. Examples of biofuels include ethanol and biodiesel. In 2007, the US consumed 6.8 billion gallons...
Critical Factors Promoting Customer Loyalty to Smartphone and Mobile Communications Service Providers
INTRODUCTION For decades, wireless carriers have treated handset manufacturers like serfs, using access to their networks as leverage to dictate the kind of phones to be manufactured, their cost, and the available features. Carriers have largely...
Developing a Multi-Item Measurement Scale for Developing Teenagers' Involvement in Reality Television
INTRODUCTION Teenagers worldwide are an emerging market segment that is receiving increasing attention from researchers (Bhosale & Gupta, 2006; Lueg & Finney, 2007). Specifically, as a consumer socialisation agent; electronic media receives...
Measuring the Value of Ingredient Brand Equity at Multiple Stages in the Supply Chain: A Component Supplier's Perspective
INTRODUCTION in today's fast-changing markets, ingredient Branding is becoming a major marketing strategy as demonstrated by the increasing number of products sold with embedded branded components (Prince and Davies 2002; Cooke and Ryan 2000; Washburn,...
Participating in the Conversation: Exploring Usage of Social Media Networking Sites
INTRODUCTION In the last 10-15 years, use of social networking sites has exploded in the United States and globally. Users range from tech-savvy young adults to baby boomers and older adults seeking ways to reconnect with family and friends (Anderson,...
The Effect of Cultural Orientation on Advertising Effectiveness. A Comparison among Americans, Mexican-Americans, and Mexicans
INTRODUCTION Cultural and national artifacts or elements have become an important economic and marketing attraction (Edson, 2004). Nations and cultures all over the world are gaining importance, not only for the tourism industry, but for the experiences...
The Effects of Information Privacy and Online Shopping Experience in E-Commerce
INTRODUCTION For a decade information privacy has been one of the central issues in e-commerce research across many disciplines. Extensive research has shown that due to a different nature of shopping environment, consumers perceive online transactions...

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