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This paper aims to addresses an important gap in anthropomorphism research by examining the individual-level factors that correlate with anthropomorphic tendency.

The extant psychology, marketing and consumer psychology literature is reviewed, and eight hypotheses devised. Data from 509 online survey respondents are analysed to identify individual characteristics associated with anthropomorphic tendency.

The results reveal that anthropomorphic tendency varies by individual and is significantly related to personality, age, relationship status, personal connection to animals and experiential thinking.

This paper extends on recent research into the individual nature of anthropomorphic tendency, once thought to be a universal trait. Given that this paper is the first of its kind, testing of further traits is merited. It is suggested that future research further examine personality, as well as other elements of individual difference, and test the role of anthropomorphic tendency in the development of processing abilities with age.

Findings show that anthropomorphic tendency may prove to be a key variable in the segmentation of markets and the design of marketing communications, and that younger, single, more creative, conscientious consumers are an appropriate target for anthropomorphic messages. The importance of personal connection to animals, as well as experiential thinking, is also highlighted.

Given the importance of anthropomorphic tendency for the processing of messages involving non-human endorsers, as well as the formation of relevant attitudes and behaviours, this paper fulfils an identified need to further understand the characteristics of those high on this tendency.

Sport leagues are subject to the potential market entry of new leagues playing essentially the same sport. The economic analysis of market entry and exit is used to interpret two Australian cases of new league entry. These new entrants were World Series Cricket (cricket) and Super League (rugby league). The role of the media in the creation of both new leagues was crucial, providing commercial rationale, seed-funding and organizational capabilities. In addition, strategic input competition for venues and players helped weaken the incumbent league. The two cases analyzed provide a template for intending sport league entrants.

Despite suggestions that sponsorship awareness impacts on brand attitudes and purchase intention, the evidence is principally anecdotal or confined to particular instances in particular product categories. This paper presents the findings of an examination of sponsorship awareness in the context of consumption values, and relates those findings to brand attitudes and product use. Results suggest that while sponsorship awareness can affect consumption values, the aspects of those values which are affected will not necessarily be the same as those which impact on product use or brand attitudes. It is suggested that sponsors need to carefully examine what aspects of particular values they wish to affect, prior to embarking on sponsorship programmes.

Consumer selection of retail patronage mode has been widely researched by marketing scholars. Several researchers have segmented consumers by shopping orientation. However, few have applied such methods to the Internet shopper. Despite the widespread belief that Internet shoppers are primarily motivated by convenience, the authors show empirically that consumers' fundamental shopping orientations have no significant impact on their proclivity to purchase products online. Factors that are more likely to influence purchase intention include product type, prior purchase, and, to a lesser extent, gender.

The importance of branding in industrial contexts has increased, yet a comprehensive model of business‐to‐business (B2B) branding does not exist, nor has there been a thorough empirical study of the applicability of a full brand equity model in a B2B context. This paper aims to discuss the suitability and limitations of Keller's customer‐based brand equity model and tests its applicability in a B2B market.

The study involved the use of semi‐structured interviews with senior buyers of technology for electronic tracking of waste management.

Findings suggest that amongst organisational buyers there is a much greater emphasis on the selling organisation, including its corporate brand, credibility and staff, than on individual brands and their associated dimensions.

The study investigates real brands with real potential buyers, so there is a risk that the results may represent industry‐specific factors that are not representative of all B2B markets. Future research that validates the importance of the Keller elements in other industrial marketing contexts would be beneficial.

The findings are relevant for marketing practitioners, researchers and managers as a starting‐point for their B2B brand equity research.

Detailed insights and key lessons from the field with regard to how B2B brand equity should be conceptualised and measured are offered. A revised brand equity model for B2B application is also presented.