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Purpose – Relatively little is known about marketing communications within the context of special events. The aim of this paper is to begin to address this gap in knowledge by analysing managerial practice, consumer perceptions and preferences in relation to marketing communications for this...
Purpose – Marketers spend considerable resources to motivate people to consume their products and services as a means of goal attainment. Why people change their consumption behaviour is based largely on these goals; many products and services are used by consumers in an effort to attain...
Purpose – The purpose of this study is to investigate firm‐ and country‐level drivers of retail performance. Design/methodology/approach – A database of the top 200 global retailers was primarily constructed from the 2005 Global Powers of Retailing data. Regression was used to test the...
Purpose – The purpose of this study is to examine the simultaneous effects of the product, brand, and vendor trust beliefs on consumers' online intentions, i.e. the intention to purchase and the intention to provide personal information online. Design/methodology/approach – The study uses an...
Purpose – The purpose of this paper is to investigate the relationship between the strategic postures and political market orientation profile of two Danish parties. Profile stability at the organisational level is used as a control variable. Design/methodology/approach – The strategic...
Purpose – This research aims to examine the impact of celebrity credibility on consumer‐based equity of the endorsed brand. The mediating role of brand credibility and the moderating role of the type of branding (parent versus sub‐brand) employed by the endorsed brand on the endorser...
Purpose – Globalization has rendered international expanding activities increasingly important for the survival, growth and success of modern firms. Drawing on the resource‐based view (RBV) of the firm, the purpose of the present study is to investigate the antecedents and performance...
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