Journal of Consumer Marketing: Volume 8 Issue 4

Marketing established brands

James R. Tindall

Examines the enormous marketing and financial opportunities forprofitable growth through better marketing of established brands. Arguesthat the key to success is for core brands…

Consumer perceptions of hybrid (bi‐national products)

Richard Ettenson, Gary Gaeth

Examines strategic alliances recently cultivated by manymultinational enterprises (MNEs) with foreign competitors, in particularthe global automobile market. Discusses the…

Identifying mature segments

Paula Fitzgerald Bone

Examines the mature market, defined as consumers age 50 years orolder, and reviews 33 segmentation methods for the mature market andidentifies five key segmentation criteria…

Marketing to older adults

George P. Moschis

Presents a current overview of the issues and available knowledgeregarding marketers understanding of how to reach older consumers.Presents contradictory beliefs about older…

Brand building in the 1990s

Stephen King

Claims that the time has come to consider how to apply marketingprinciples and practices in an increasingly competitive and rapidlychanging environment. Argues that as it becomes…

Erratum

This article has been withdrawn as it was published elsewhere and accidentally duplicated. The original article can be seen here: 10.1108/08876049110035620. When citing the…

Television program involvement and advertising response: some unsettling implications for copy research

David W. Lloyd, Kevin J. Clancy

Considers the long‐standing debate over media effects onadvertising performance, in particular the effects of televisionadvertising material. Argues that the attentiveness towards…