European Journal of Marketing: Volume 30 Issue 12

Consumer decision‐making styles: a multi‐country investigation

Steven Lysonski, Srini Durvasula, Yiorgos Zotos

Argues that profiling consumer decision‐making styles has importance to marketers, advertisers and consumer affairs specialists, but developing an approach to quantify such…

The power of perceived service quality in international marketing channels

Ko de Ruyter, Martin Wetzels, Jos Lemmink

States that providing quality customer service is increasingly regarded as an important basis for establishing and maintaining solid and long‐term relationships between…

Market segmentation for competitive brands

Kathy Hammond, A.S.C. Ehrenberg, G.J. Goodhardt

Although market segmentation is widely described as a major marketing tool, questions whether brands which are broadly similar and competitive are bought by identifiably different…

Chinese consumers’ evaluation of foreign products: the influence of culture, product types and product presentation format

Yong Zhang

Underlines that marketers are interested in how consumers evaluate products sourced from overseas. Observes that, along with the globalization of business, more developing…

Tactical publicity or strategic relationship management? An exploratory investigation of the role of public relations in the UK retail sector

Danny Moss, Gary Warnaby, Louise Thame

Examines the role of public relations within the UK retail sector and seeks to determine whether retailers use public relations strategically ‐ as a means of managing their…