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. 1, January

A Case for Customer Based Brand Equity Conceptualization within Motivational Perspective
INTRODUCTION Strategic importance of branding is duly recognized in marketing literature. A strong brand is described as a platform for new products, an entry barrier, bulwark against shifts in consumer behavior (Farquhar, 1990), source of (sustainable)...
Applicant Perceptions of the Gender Effect on the Selling Process and on Targeting Prospective Customers: Does Gender Matter?
INTRODUCTION In recent years, as more women have joined the sales force, women have proven to be as successful as men in the traditionally male-dominated field of selling; yet they still face some barriers in gaining entry to some selling jobs (Fugate...
Investigating the Presence of Transfer Pricing and Its Impact in U.S. Airline Mergers
INTRODUCTION For those that remember travel in the early days of the airline industry as "romantic", the recent cost cutting methods within the industry are unwelcome. From cutting free soft drinks on flights to charging for checked baggage, and...
Location Decision Making: The Case of Retail Service Development in a Closed Population
BACKGROUND Consider the following scenario about a meeting involving facilities planners in a university: "I think there is a need for coffee shop on campus", quipped a senior manager. "What if we built a state-of-the-art coffee shop on campus and...
Manufacturers' Representatives: Relationships between Selling Support and Satisfaction
INTRODUCTION Manufacturers may choose to outsource all, or part, of the selling function to independent firms, termed manufacturers' representatives, as a way to reach more customers, thus achieving sales objectives while also having the potential...
Market Focus in AACSB Member Schools: An Empirical Examination of Market Orientation Balance and Business School Performance
INTRODUCTION The Baldrige National Quality Program (BNQP) has established the Baldrige Education Criteria for Performance Excellence for universities and other educational organizations, and includes a "student, stakeholder, and market focus category"...
Professional Women's Variety-Seeking Behavior in Fashion Clothing: New York City and London
INTRODUCTION According to Solomon and Rabolt (2004), fashion is "a form of collective behavior, or a wave of social conformity" (p.19) and refers to "a style that is accepted by a large group of people at a given time" (p.6). Fashion has been defined...
The Effect of Memory Structure and Function on Consumers' Perception and Recall of Marketing Messages: A Review of the Memory Research in Marketing
INTRODUCTION Memory plays an important role in the decision-making processes of consumers by affecting their perception and recall of marketing information. Consumers knowingly and unknowingly use information stored in memory to make a myriad of...
Word-of-Author Advertising in Textbooks: The Role of Brand Familiarity and Placement Repetition on Recall and Recognition
INTRODUCTION Brand placement in the media of popular culture has burgeoned in recent years, projected to reach over 6.3 billion dollars in spending for 2008 (Education Policy Studies Laboratory 2005). In a Bruce Springsteen music video, Born in...
Author Advanced search

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.