... implications This research has implications for businesses seeking to promote their family business identity in branding communications. Originality/value This research provides a theoretical account of why consumers might hold different perceptions of family business brands. The interactive effect...

... new information. John   Tantillo . People Buy Brands Not Companies . New York, NY : Five Titles Press   2010 . 117 pp. , ISBN: 978‐0‐9844367‐0‐5   $9.99   www.marketingdoctor.tv © Emerald Group Publishing Limited 2010 --> Promotion Promotional methods Marketing...

...Sarah Maxwell; Hooman Estelami; Sungchul Choi; Xin Ge; Paul R. Messinger Purpose The purpose of this paper is to examine how consumers respond differently to “scratch and save (SAS)” promotions versus “tensile price claims (TPC).” SAS promotions provide a possible discount (determined...

... regarding their attitudes towards rebates as a promotional tool as well as shopping behaviors and attitudes towards shopping. Study 2 replicated study 1 using a mall intercept approach. Findings Confirmatory factor analyses of the measure of rebate proneness demonstrated substantial psychometric...

...Sarah Maxwell; Hooman Estelami; Somjit Barat; Audhesh K. Paswan Purpose Given that coupons are one of the most popular promotional tools, this paper aims to investigate how intention to redeem the coupon is affected by the face value of the coupon for most common grocery items. Design...

... behaviour Marketing management Product management Promotion A marketer’s main objective goes beyond a single sale to one customer. Usually the ultimate objective is to build a durable relationship between a specific brand and a particular customer group – to create a strong bond between brand...

... effectiveness Celebrities Marketing Measurement Perceptions Personality Promotion Qualitative techniques Quantitative techniques Considerable evidence has accumulated that, regardless of cultural changes in its meaning, beauty is an effective sell. Beautiful people like Christie Brinkley, Cindy...

...Peter Kim Explores the problems facing the advertising industry in the 1980s,notably the charge that advertising was not effective enough. Compares advertising with promotion, before discussing the value of brands, the nature of brands and brand equity. Concludes that the consumer was rightly...