Table of contents
Towards effective poster presentations: an annotated bibliography
Douglas BrownlieThe aim of this paper is to introduce the topic of poster presentation as legitimate area of academic study and practice within the marketing discipline.
New marketing, improved marketing, apocryphal marketing: Is one marketing concept enough?
Tony WoodallThis paper seeks to explore marketing's ambiguous relationship with truth and, in so doing, to question the efficacy and value of the marketing concept and the very nature of…
Sensing the scent of service success
Lena Goldkuhl, Maria StyvénThe intangible character of services makes it difficult for customers to evaluate a service offering before consumption. Scent offers a powerful means of making services tangible…
Developing a scale for stakeholder orientation
Oliver H.M. Yau, Raymond P.M. Chow, Leo Y.M. Sin, Alan C.B. Tse, C.L. Luk, Jenny S.Y. LeeBusiness practitioners are increasingly concerned about stakeholder issues. Although stakeholder orientation (StkO) has important bearings on a company's performance, to date no…
Re‐evaluating green marketing strategy: a stakeholder perspective
Jaime Rivera‐CaminoThe present study aims to examine the influence of stakeholders on green marketing strategy (GMS). Marketing literature recognizes that stakeholders play a significant role in…
Limit conjoint analysis and Vickrey auction as methods to elicit consumers' willingness‐to‐pay: An empirical comparison
Christina Sichtmann, Susanne StingelLimit conjoint analysis (LCA) and Vickrey auctions (VA) are methods for measuring willingness‐to‐pay (WTP) currently under discussion. However, there are hardly any studies…
Consumer complaint behaviour of Asians and non‐Asians about hotel services: An empirical analysis
Eric W.T. Ngai, Vincent C.S. Heung, Y.H. Wong, Fanny K.Y. ChanThis paper aims to test the differences in the consumer complaint behaviour of Asian and non‐Asian hotel guests in terms of culture dimensions. It also aims to examine the…
Perceived relationship quality and post‐purchase perceived value: An integrative framework
Miguel A. Moliner, Javier Sánchez, Rosa M. Rodríguez, Luís CallarisaThe purpose of this paper is to study the formation of a consumer's attitude towards a supplier, given the identification of the key indicators of perceived relationship quality…
A review of the foundation, international marketing strategies, and performance of international new ventures
Arild Aspelund, Tage Koed Madsen, Øystein MoenThis review aims to focus on the phenomenon of infant firms that operate internationally right from or close to inception, so‐called international new ventures (INVs) or born…
The impact of relationships on changes in internationalisation strategies of SMEs
Henrik Agndal, Sylvie ChettyThe purpose of this paper is to study how existing relationships influence changes in SMEs' internationalisation strategies in terms of markets and modes.
Conceptualizing word‐of‐mouth activity, triggers and conditions: an exploratory study
Tim Mazzarol, Jillian C. Sweeney, Geoffrey N. SoutarOrganizations continually seek new ways to achieve competitive advantage and word of mouth (WOM) represents such an opportunity because it has a powerful influence on consumers'…
The importance of packaging attributes: a conjoint analysis approach
Pinya Silayoi, Mark SpeeceThe importance of packaging design and the role of packaging as a vehicle for consumer communication and branding are necessarily growing. To achieve communication goals…
Ethnocentric beliefs and country‐of‐origin (COO) effect: Impact of country, product and product attributes on Greek consumers' evaluation of food products
George Chryssochoidis, Athanassios Krystallis, Panagiotis PerreasThe present study using the Consumer Ethnocentric Tendencies Scale (CET‐SCALE) aims to evaluate the level of consumer ethnocentrism (CE) and its implications on their evaluation…
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0309-0566Online date, start – end:
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Emerald Publishing LimitedOpen Access:
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- Prof. Greg Marshall