Although a considerable amount of research in personality psychology has been done to conceptualize human personality, identify the "Big Five" dimensions, and explore the meaning of each dimension, no parallel research has been conducted in consumer…
Marketing Research
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6,098 papers
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Our possessions are a major contributor to and reflection of our identities. A variety of evidence is presented supporting this simple and compelling premise. Related streams of research are identified and drawn upon in developing this concept and…
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Consumers today have more choices of products and services than ever before, but they seem dissatisfied. Firms invest in greater product variety but are less able to differentiate themselves. Growth and value creation have become the dominant themes…
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The attainment of quality in products and services has become a pivotal concern of the 1980s. While quality in tangible goods has been described and measured by marketers, quality in services is largely undefined and unresearched. The authors…
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In this article, we attempt to distinguish between the properties of moderator and mediator variables at a number of levels. First, we seek to make theorists and researchers aware of the importance of not using the terms moderator and mediator…
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Marketing inherited a model of exchange from economics, which had a dominant logic based on the exchange of goods, which usually are manufactured output. The dominant logic focused on tangible resources, embedded value, and transactions. Over the…
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Although the relationship metaphor dominates contemporary marketing thought and practice, surprisingly little empirical work has been conducted on relational phenomena in the consumer products domain, particularly at the level of the brand. In this…
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The author presents a conceptual model of brand equity from the perspective of the individual consumer. Customer-based brand equity is defined as the differential effect of brand knowledge on consumer response to the marketing of the brand. A brand…
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According to service-dominant logic (S-D logic), all providers are service providers, and service is the fundamental basis of exchange. Value is co-created with customers and assessed on the basis of value-in-context. However, the extensive…
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This paper describes the process of inducting theory using case studies-from specifying the research questions to reaching closure. Some features of the process, such as problem definition and construct validation, are similar to hypothesis-testing…
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A critical element in the evolution of a fundamental body of knowledge in marketing, as well as for improved marketing practice, is the development of better measures of the variables with which marketers work. In this article an approach is…
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This article introduces the idea of brand community. A brand community is a specialized, non-geographically bound community, based on a structured set of social relations among admirers of a brand. Grounded in both classic and contemporary sociology…
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Central to service-dominant (S-D) logic is the proposition that the customer becomes a co-creator of value. This emphasizes the development of customersupplier relationships through interaction and dialog. However, research to date suggests…
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The author develops "netnography" as an online marketing research technique for providing consumer insight. Netnography is ethnography adapted to the study of online communities. As a method, netnography is faster, simpler, and less expensive than…
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Using social practice theory, this article reveals the process of collective value creation within brand communities. Moving beyond a single case study, the authors examine previously published research in conjunction with data collected in nine…
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The proposal that marketing is relevant to all organizations having customer groups was advanced in the January, 1969 issue of this journal. It is now stated that the original broadening proposal should be broadened still further to include the…
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As one of its own foundational premises implies, the value of service-dominant (S-D) logic is necessarily in its open, collaborative effort. Thus, the authors invite and welcome both elaborative and critical viewpoints. Five recurring, contentious…
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Marketing in business is the task of finding and stimulating buyers for a firms's output. Product development, pricing, distribution, and communication are the mainstays of marketing, while progressive firms also develop new products and chart the…
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Since the late 1990s, online shopping has taken off as an increasing number of consumers purchase increasingly diversified products on the Internet. Given that how to attract and retain consumers is critical to the success of online retailers,…
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This article considers the potential of the discipline of marketing to contribute to consumption reduction from a social marketing perspective. The authors review the difficulties of applying conventional marketing theory and practice in pursuit of…
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Researcher (at a non-Academic Institution)Rio de Janeiro, Brazil -
Ph.D. StudentArden Pharma, SA -
Researcher (at an Academic Institution)Technische Universitaet Berlin -
Student (Postgraduate)Glasgow, United Kingdom -
LecturerAberystwyth University