Elizabeth Cowley and Eunika Ianus, “Not Necessarily Better, but Certainly Different: A Limit to the Advertising Misinformation Effect on Memory,” journal of Consumer Research, Iune 2004, pp. 229-235. Iason Duty, “Customer Support in the ...
Using a reader-friendly, streamlined structure, this book explores services marketing not only as an essential focus for service firms, but also as a competitive advantage for companies that market tangible products.
This work shows how the various elements of consumer analysis fit together in an integrated framework, called the Wheel of Consumer Analysis. Psychological, social and behavioural theories are shown as...
The text provides a balanced approach as it illustrates theory with practical applications and research methods for understanding consumers. Practical examples and case studies provide global, regional and local industry examples.
Consumer Behaviour
whenher statustranscends tothatof a celebrity,thenthe luxury brands' image balance with her celebrity status should be ... The multiple brand endorsements could lead to an overexposure of the luxury brand or an undermining of its brand ...
This Handbook examines the area of consumer behaviour from the perspective of current developments and developing areas for the discipline, to new opportunities that comprehend the nature of consumer choice and its relationship to marketing ...
Traditional marketing concepts are questioned, and a new brand meaning framework is put forward. The book lays out new and fertile territory for the understanding of how brands can both assimilate and provide meaning.
A Preface to Marketing Management
A Student Text Michael J Baker, Michael Saren Michael John Baker. price reduction and product attributes (Fowler, 2005). Standardization did not help McDonald's stand out from its rivals. Moreover, selling the Big Mac, the brand- famous ...