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Purpose – Past research on consumers' post‐purchase behavior has focused on understanding satisfaction. However, the consumer‐product relationship is much broader. This paper aims to deal with another aspect of post‐purchase behavior: the emotional bond consumers experience with their...
Purpose – The aim of this study is to explore potential barriers to seafood consumption by young adults and the parents of young children. Knowledge of these barriers will be used to assist the development of new seafood product concepts that fulfil the needs of consumers....
Purpose – The purpose of this research is to examine whether there are differences in use of price sources in online and offline shopping contexts, and the effect of time spent online on these potential differences. Design/methodology/approach – A quasi‐field experimental design with...
Purpose – Intangibility has long been studied in marketing, especially its physical aspect. This paper seeks to verify whether a branding strategy is efficient in reducing the risk perceived by customers. Design/methodology/approach – A sample of university students answered the measurements...
Purpose – This paper seeks to encourage loyalty marketers to embrace cause‐related marketing. Design/methodology/approach – The paper explores companies which have used or are using cause‐related marketing, from McDonald's 1984‐established Ronald McDonald House to the newer LIVESTRONG...
Purpose – The purpose of this study is to examine critical determinants of US consumers' intentions to use mobile shopping services and to provide implications for retailers and mobile marketers in order to offer mobile shopping services that meet consumers' quality expectations....
Purpose – The purpose of this paper is to demonstrate a concept‐response segmentation used to identify different customer “mind‐sets”. Based on this segmentation, in a merchandising situation, one can interact with the customer to identify the segment to which the customer belongs and...
Purpose – The purpose of this study is to show manufacturers and dealers of residential air‐conditioning systems how to raise the equity of their brands, enabling them to sell more premium systems and increase their revenues and profit margins. Design/methodology/approach – For such...
Purpose – The purpose of this paper is to replicate and extend earlier work on product gender perceptions. Design/methodology/approach – The methodology tested six hypotheses, using nearly 500 respondents. The hypotheses were investigated using a survey approach with validated scales....
Purpose – The outcomes of data‐driven marketing are presumed to be superior but those outcomes are partly dependent on data inputs that are accurate. This paper sets out to highlight problems associated with poor data quality. Design/methodology/approach – The name of the author's dog was...
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