European Journal of Marketing: Volume 27 Issue 7

Neural Networks in Marketing: Modelling Consumer Responses to Advertising Stimuli

Bruce Curry, Luiz Moutinho

Examines the theoretical base of the neural network techniqueshowing, for example, that it is linked in formal and practical termswith expert systems and that it uses a…

Satisfaction and Loyalty to Suppliers within the Grocery Trade

Harald Biong

Increased concentration within the retail trade may have great,negative consequences for a supplier if its relationship to a chaindissolves. The objective of this study is to…

Cross‐national Evaluation of Made‐in Concept Using Multiple Cues

Sadrudin A. Ahmed, Alain d′Astous

Investigates the effects of three countries of origin, three brandnames and three levels of price and service on consumers′ perceptions ofthe purchase value of an automobile…

Public Relations: A Rationale for Its Development and Usage within UK Fast moving Consumer Goods Firms:

Philip J. Kitchen

Considers the development of public relations in UK fast‐movingconsumer goods (FMCG) firms. Argues that public relations is making someinroads into the traditional marketing…