Journal of Consumer Marketing: Volume 11 Issue 3

Why Traditional Measures of Earnings Performance May Lead to Failed Strategic Marketing Decisions: A Focus on Core Operations

James J. Tucker, Louis A. Tucci

As a result of intense competition, many companies have changed theirfundamental marketing strategy from one of diversification of productsand services to a well‐focussed…

Brand Orientation – A Strategy for Survival

Mats Urde

Brand orientation means that the formulation of company strategy isbased on brands. By focussing the company′s commitment and resources onbuilding, developing and nurturing…

Conceptualizing Guilt in the Consumer Decision‐making Process

Melissa S. Burnett, Dale A. Lunsford

Consumer purchase decisions can be influenced by many emotions,including guilt. Guilt which enters into the consumer purchase decisionis identified as “consumer guilt” and may…

The Tarnished Image: Anticipating and Minimizing the Impact of Negative Publicity in Health Services Organizations

Beth Hogan Henthorne, Tony L. Henthorne

The impact of negative publicity on health services organizations can besevere and wide ranging. Being able to cope effectively with, andminimize, the impact of negative publicity…