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. 19, No. 3, 2015

A Market Analysis Framework for Business Doctoral Education Opportunities
INTRODUCTIONBoth the popular press and the Association to Advance Collegiate Schools of Business International (AACSB) predict that demand for business doctoral education will increase substantially (e.g., AACSB, 2013; Damast, 2010; The Economist, 2013)....
A Multi-Objective Optimization Approach Using the Rfm Model in Direct Marketing
(ProQuest: ... denotes formulae omitted.)INTRODUCTIONDirect marketing is all about customer data: their characteristics, their buying habits, and their buying potential. Data is obtained from many sources, including internally generated data, public...
Application of Social Media Types in the Sales Process
INTRODUCTIONToday companies "are using social approaches not only to communicate better with their customers, but also to share knowledge with their suppliers, business partners and, perhaps most important, their employees" (Cortada, Lesser Sc Korsten,...
Brand Placement in Novels and Competitor Recall: The Robustness of the Part-List Cueing Effect
Ian Brennan, Colorado State UniversityABSTRACTLITERATURE REVIEWAlba and Chattapadhyay (1985) demonstrated that the proportion of the nine leading brands of shampoo that could be recalled by subjects diminished as the number of cues provided prior to...
Consumer Ethnocentrism and Tendencies to Protect Wisconsin-Made Cheese Products
INTRODUCTIONLocal food systems rely upon a network of sourced agricultural food products and consumer support. A high consumer predilection to purchase locally rather than purchase product sourced from foreign or made elsewhere in the USA is influenced...
Gender and Publication Activity in Top Marketing Journals
INTRODUCTIONRecent work by marketing scholars has shed light on different aspects of publishing research in marketing journals and suggested directions for the future. Chintagunta et al. (2013)'s strategic review for the journal Marketing Science (MKS)...
Identifying On-Line Shopping Experiences from the Perspective of Shopping Motives
INTRODUCTIONRecently, online shopping has rapidly increased as an important market channel. In the 2008 SERI (Samsung Economic Research Institute) report, while in 2006 the online shopping channel was ranked third after Large Supermarket and Department...
Independent Sales Representatives: The Influence of Information Quality on Manufacturer Trust
INTRODUCTIONOutsourcing the sales function to independent sales representatives enables a manufacturer to focus more time on developing and managing core competencies, thus being able to leverage them to obtain a competitive advantage. Independent sales...
Know Me, like Me, Follow Me, Engage Me, Buy Me: The Growing Marketplace for New Business Ventures in Thailand
INTRODUCTIONIn the era of 3G and 4G service advancement, technology enables people to access high speed Internet and enjoy seamless activity through smart devices, anywhere and anytime (Nielsen, 2014). Since the year 2007, drastic improvements have been...
New Evidence on Cognitive and Behavioral Consumer Confusion When Choosing Me-Too Snack Packages
(ProQuest: ... denotes formulae omitted.)INTRODUCTIONThe me-too strategy is controversial because follower brands imitate the characteristics of successful leading brands. The strategy of the imitating brand is to launch a product for which the leading...
Segmenting Local Financial Service Markets: Balancing an Independent Im Age with the Need for More Business
INTRODUCTIONDeregulation of the financial sendees industry has created a significant interest in marketing applications designed for sendee industries. Many firms have attempted to compete in the open market by offering more financial produets/sendees...
The Effect of Cosmopolitanism on Multi-Ethnic U.S. Markets under Varying Conditions of Diversity in Advertising
INTRODUCTIONMulti-ethnic U.S. Smarkets, or markets consisting of groups of individuals with distinct ethnic origins, culture, language, history, customs, religion, or features (Riggins 1992) located in the United States, present marketers with an advertising...
The Effect of Luxury Product Pricing on Consumers' Perceptions about Csr Activities
INTRODUCTIONThere has been a growing consensus in both academia and industry that consistent activities based on public relations and authenticity through corporate social responsibility (CSR) are critical factors for companies' brand reputations and...
The Effect of Market Orientation on New Product Performance: The Role of Strategic Capabilities
INTRODUCTIONIn today's business world, one of the most important problems that companies encounter is new product failure. The high product failure rate has been a major concern for practitioners for years. It was reported that almost half of the new...
The Impact of Gender on Electronic Word-of-Mouth Communication
INTRODUCTIONTechnology has greatly changed how we live. Our daily behaviors are largely driven by the technology we have available, and consumer behavior is no exception. Consumers have more information available to them now than ever before, and expect...
The Importance of University Traditions and Rituals in Building Alumni Brand Communities and Loyalty
INTRODUCTIONAlumni support, especially financial support, is increasingly important at institutions of higher education in today's economic climate. Since the latest economic recession, many universities, particularly state-funded institutions of higher...
The Moderating Roles of Company Structure and External En Vironment on Market Orientation and Business Strategy Types
CONCEPTUAL BACKGROUNDOver the years, marketing scholars have studied the theoretical foundations of market orientation. Although the conceptualization, the antecedents and the consequences of market orientation were the focal point of the market orientation...
The Role of Music in Motion Picture Advertising and Theatrical Trailers: Altering Music to Modify Emotional Response and Genre Expectations
INTRODUCTIONThe abundance of theatrical trailers released today is undeniable, and combined with the ability to access and view these creative advertisements on a multitude of platforms, one may wonder about the effectiveness of various elements in theatrical...
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