... market information, it is not related to diffusion of performance‐specific information. Also, the portrayal of opinion leaders as living in a “closed world” unlikely to be an effective cultural influence on non‐attendees, is not supported. A further limitation is that it could not gauge the effectiveness...

... be to understand customer behaviour from a memetic perspective ‐ the result of contagion rather than conscious choice. From the memetic paradigm the role of marketing communications becomes one of designing and engineering infectious “mind viruses” that will influence customer perceptions and behaviour. Whilst...

...Paul Herbig; John Milewicz Previous studies of corporate reputation have either confirmed its existence as an influence agent or described in general terms its effects on other attributes (quality, price, advertising, etc.). The competitive credibility model of reputation building is formulated...