... specifically, the relative effectiveness of these recovery efforts was explored according to the regulatory focus framing (i.e. prevention- or promotion-focused) of the donation message. Design/methodology/approach Three experiments are conducted to test the hypotheses. Findings Drawing from regulatory...

...Audhesh K. Paswan; Gopala Ganesh Services are inherently intangible, and high on experience as well as credence quality. To promote services effectively, a service provider must go beyond mere creation of awareness. There is a need to induce trial so that consumers are able to assess the experience...

...Carolyn Tripp; John T. Drea A critical issue in the effective development and promotion of services is the identification of which service components are most closely related to attitude toward the service provider and repeat purchase behavior. The present study disaggregates a service (passenger...

...George M. Zinkhan The Internet has the potential to revolutionize all kinds of business activities, including the creation, promotion, and delivery of services. In this paper, we examine the intersection of two frameworks in order to identify new opportunities for delivering and promoting services...

...Douglas L. Fugate The use of humor is quite prevalent in the promotion of US goods and services. Estimated expenditures on humorous advertisements are in the billions and a majority of advertisements may contain some humorous elements. Unfortunately, not much attention has been focused specifically...

...Alice Kendrick Winning customer loyalty and repeat business and eliminating or reducing their reliance on coupons and other forms of price promotion is the goal of many service businesses today. The effectiveness of using advertising specialties (imprinted items given away for free) and price...

... in the service provided, an excellent means of preventing errors (Hart et al., 1990). Consumer marketing Internal marketing Promotion Relationship marketing Service operations Relationship marketing has attracted considerable attention in the past five years. In an issue of the Journal...

... purchase intentions to increase as the expertise associated with the service provider increases (Burton, 1990; Zeithaml et al., 1985). Thus, the final hypotheses are: © MCB UP Limited 1996 Advertising Consumer attitudes Perceptions Promotion Services marketing A recent...

...Paul Sergius Koku Examines the use of the bizarre or the outrageous in the entertainment industry as a promotion strategy, and specifically the propensity of rock/pop artistes to engage in bizarre or outrageous acts or conduct. Provides a brief survey of the practice. Next, using economic theories...

... of internal marketing and incorporate those ingredients into their strategic marketing plan will see their market share and profit base erode. Internal promotion can create a positive and/or superior image of the firm and its products in the mind of the customer. In a recent conversation with a local banker...

... 1992 Advertising Promotion Services marketing DIFFERENCES BETWEEN PRODUCT AND SERVICES TELEVISION COMMERCIALS George M. Zinkhan Madeline Johnson F. Christian Zinkhan Services marketing theory suggests that product and services marketers may employ different advertising strategies...

... relevance via marketing strategy. Makes recommendations for target market definition and marketing mix options. © MCB UP Limited 1992 Consumer behaviour Marketing mix Marketing strategy Product strategy Promotion Symbolism SYMBOLIC INTERACTIONISM: ITS EFFECTS ON CONSUMER BEHAVIOR...

... from which types of affinity may emerge and provides a method for relating the affinity levels with the taxonomy in order to develop a marketing plan. Elaborates on future opportunities in the field. © MCB UP Limited 1992 Cause marketing Marketing strategy Niche marketing Promotion...

...Terrence J. Kearney Discusses frequent flyer programs, promotional programs aimed at increasing brand loyalty among the important business travel market segment. Shows how what seemed like a good marketing strategy has turned into a nightmare for nearly all parties concerned; airlines have found...