European Journal of Marketing: Volume 27 Issue 2

Cognitive Style and Personal Involvement as Explicators of Innovative Purchasing of ″Healthy″ Food Brands

Gordon R. Foxall, Seema Bhate

In an earlier study, concerned with the innovative purchasing of“healthy” food products, the largest volume of innovationswere purchased unexpectedly by adaptors. It was…

Market Development Using New Products and New Customers: A Role for Perceived Risk

V‐W. Mitchell, P. Boustani

Analyses the breakfast cereal market as a basis on which to conducta study of risk in new product development. Argues that the mainalternatives for increased consumer demand…

Service Organization Selection: A Cross‐cultural Analysis of the Role of Involvement

Scott J. Edgett, Carman W. Cullen

Focuses on the selection by students of their preferreduniversities as an example of a high involvement consumer decisionprocess in a service organization setting. Provides a…

Global Corporate Philanthropy – Marketing Beyond the Call of Duty?

Marylyn Collins

Addresses the growing incidence of corporate philanthropy on thepart of multinational corporations, not only in their country of origin,but also on an increasingly international…

Importance‐Performance Analysis and the Measurement of Service Quality

Christine T. Ennew, Geoffrey V. Reed, Martin R. Binks

The intangibility of services presents a number of problems for themeasurement of quality and customer satisfaction. Proposes a simpleindex which can be applied to ordinal or…