Journal of Consumer Marketing: Volume 18 Issue 6

Misplaced marketing: Why television is the “wrong” environment for public service advertising campaigns

Joyce M. Wolburg

Notes that research has shown that advertising efforts to promote social causes rarely reach meaningful levels of effectiveness. Points out that while the media provide the right…

When conspicuous consumption becomes inconspicuous: the case of the migrant Hong Kong consumers

Ed Chung, Eileen Fischer

Hong Kong is often portrayed as a society where conspicuous consumption rules. We wanted to find out whether this peculiar consumer behavior would still be transparent among Hong…

Building customer relationships online: the Web site designers’ perspective

Gary L. Geissler

To date, most published work concerning effective Web site design has been based on personal opinion or experience, not on research. Uses 50 in‐depth interviews with Web site…

Targeting consumers who are willing to pay more for environmentally friendly products

Michel Laroche, Jasmin Bergeron, Guido Barbaro‐Forleo

Concerns related to the environment are evident in the increasingly ecologically conscious marketplace. Using various statistical analyses, investigats the demographic…

Urban legends: diffusion processes and the exchange of resources

D. Todd Donavan, John C. Mowen, Goutam Chakraborty

In this research urban legends are viewed as diffusing through the consumer environment as part of a resource exchange process. Using the 3M model to develop categories of…

The Invisible Touch – The Four Keys of Modern Marketing

John Melchinger

Brand Asset Management: Driving Profitable Growth through Your Brands

Beyza Alpan

Marketing and Consumer Identity in Multicultural America

Craig A. Kelley

Rethinking Marketing: Qualitative Strategies and Exotic Visions

Irvine Clarke