bluuebunny/crossref_metadata_2025 huggingface dataset:
Consumer Culture
Authors: Wiedmann Klaus–Peter , Hennigs Nadine , Behrens Stefan , Santos Carmen R. , Pertejo Ana R. , Kuster Inés , Ganassali Stéphane , Moscarola Jean , Dalli Daniele , Laaksonen Pirjo , Turley Darach , Kenyon Alexandra , Corciolani Matteo
Published: February 2015

The debate on standardization versus adaptation is everywhere apparent and addresses the question whether and to what extent consumer behaviour differs between countries. While some studies confirm the assumption of one single pan-European market, another stream of research emphasizes that European countries continue to possess predominantly distinct market identities and favour multi-regional strategies. Thus, in the tension between worldwide standardization, national customization, and hybrid approaches such as “glocalization,” the aim of this chapter is to shed light on the importance of cultural differences and similarities in international marketing. After discussing the meaning of cultural influences for marketing management in general, this chapter presents the results of a meta-analytic literature review concentrating on consumer culture in the food and beverage sector.
An Investigation of the Evaluation of the Viral Marketing Research
Authors: Raghubansie Antonius , El-Gohary Hatem , Samaradivakara Chandrani
Published: February 2015

This paper aims to locate the key schools of thought in viral marketing (VM) literature, recognise the various sub-sets within viral marketing overall area of research and to identify the different gaps in viral marketing research literature offering a summation of the existing work done so far. The paper tries to build on the existing body of literature in the field of viral marketing, its related electronic word of mouth (eWOM) context and to present a taxonomic classification for future research. The review uses the paradigm funnel to examine the development of VM, key research contributions and categorises the published literature according to their objectives, analytical approaches and their contributions to theory. The literature addresses many subjects of study (e.g. E-Marketing, E-Word of Mouth, Social Media, Peer-to-Peer Communications, Viral Marketing, Buzz Marketing, Stealth Marketing, Viral Advertising, Viral Videos and other aligned research areas). The findings illustrated that there are various gaps in the literature that require further investigation. Based on the findings, it is evident that the existing frameworks arising from the literature should be enhanced by the adoption of qualitative approaches that explore how general observations respond to contingent factors.
Consumerism, Market Analysis and Impact on Business Plan Definition
Authors: Ruggieri Alessandro , Silvestri Cecilia , Piccarozzi Michela
Published: February 2015

Creating a company is an event of great uncertainty and complexity. Many variables are to be considered and trying to predict the future development of the business is particularly important. A set of market and strategic analysis instruments can help entrepreneurs to define and solve problem in the start-up phase and to understand the potentialities of business. In particular, the analysis of consumerism is a particularly important factor in order to outline the development of demand and consumer behaviour. Therefore, the first instrument is certainly the business plan; it is necessary to explain and show the aspects of the market where firms will work. This chapter analyzes, through a qualitative analysis, the techniques of market analysis useful for drawing up a business plan focused on the consumer and the dynamics of consumerism. The goal is to emphasize the role the evolutionary dynamics of the consumer and his or her preferences play in leading the company planning towards specific market positioning and in determining the business volume.
The State of Internet Marketing Research (2005-2012)
Authors: Natarajan Thamaraiselvan , Balakrishnan Janarthanan , Balasubramanian Senthilarasu , Manickavasagam Jeevananthan
Published: February 2015

The purpose of this study is to quantitatively review pertinent research activities that have been performed between 2005 and 2012 (July) in the area of internet marketing. In addition the paper identifies the central topic in the internet marketing literature and provides expected topical areas of interest. 2158 research article abstract citations were analysed from 460 refereed academic journals collected from six databases. The articles were further categorised under specific topics and network analysis was performed using GEPHI 0.8.1 to know the central topic in the last seven years. Consumer behaviour was found to be the most frequently studied topic in the area of internet marketing research with 472 articles (21.87% of total) followed by ‘services' with 280 articles (12.97% of total) and ‘business strategy' with 267 articles (12.37% of total). It was also found that topics; purchase intention and social media hold high centrality degree among the examined topics that evolved in the last seven years. This study provides both academics and practitioners with an extensive quantitative review of the internet marketing literature along with an insight of how internet marketing research is emerging.
Role of IFLA in Marketing Initiatives in Library and Information Services
Authors: Gupta Dinesh K.
Published: February 2015

Traditionally, the thrust of library and information managers was on managing in-house technical operations of the libraries without taking much consideration of the outside world. However, during the last two-three decades there have been many changes in library's overall external environment that have affected the internal environment and management of libraries and their services to a great extent. Earlier, more emphasis was on developing the libraries for the future rather than meeting the present information needs of users, but now users are more demanding; they have higher expectations from libraries, and they compare value/benefits received every time in comparison to efforts they have put into getting the desired information/information service(s)/product(s). As such, the interest of information professionals in marketing library services has been rising. Marketing can simply be defined as an approach that integrates external environment and internal environment in understanding and satisfying customer needs. In service organizations, management and marketing integrates and good service are not different from good marketing efforts. In other words, in-service set up marketing is the state of mind and management is a way forward to actions. The creation of Section on Management and Marketing in IFLA at the international level signifies such importance and integration of management and marketing in recent times. Rejean Savard (2006) describes the history of the Section and reviews its activities in the initial years. The chapter emphasizes recent activities and contributions of the IFLA Section on Management and Marketing Section in encouraging good marketing efforts in libraries the world over.
The Meaning of Consumption
Authors: Smith Terry
Published: February 2015

The “un-contestable hegemony of consumer capitalism” (Gabriel & Lang, 2006, p. 2) as the prevailing ideology of our times locates it as the primary creator and driver of production, competition, innovation, value and, latterly, values. In 1995, Miller recognised that “consumption, rather than production, was the vanguard of history” (p. 1). In that same year, the United Nations issued alarming statistics highlighting the influence of marketing on materialism and the fact that inequality in consumption was far wider than expected, severely undermining the environmental resource base. The backdrop of social theory and political economy within which consumerism and consumption are framed is a fragmented and complex one which has an unstable nature influenced by a range of complicated macro environmental factors. It is a postmodern landscape characterised by an all-pervasive consumer culture, the imperative of consumer rights and the use of consumption as a source of meaning. This chapter attempts to present a critical examination of the dominant academic, political, cultural and ecological discourses which constitute and contribute to this debate. At the epicentre is a post-modern dilemma about the delusion of choice, the illusion of freedom and the imperative of control - shifting priority from conspicuous consumption to conscientious conscience consumption.
A Model Proposal for Advertising Aestheticization
Authors: Yilmaz Recep , Taskiran Nurdan Oncel
Published: February 2015

Owing to aesthetic components that advertisement texts generally have, advertisements are sometimes perceived as a genre of art by some circles. The study is based upon a perspective presented by an interdisciplinary background, and it acknowledges a paradigm that advertising is not a genre of art; it obviously pursues commercial profits and within this context, exploits the created aesthetics in product. The main objective of the study, which focuses on advertising aesthetic fundamentally, is to build a scientific model formulating some levels of aestheticisation during its production process. Formulation in question has been reconstructed on theoretical and applied literature.
Creating a Culturally Sensitive Marketing Strategy for Diffusion of Innovations Using Hofstede's Six Dimensions of National Culture
Authors: Chandan Harish C.
Published: February 2015

Marketing incremental and radical innovations to consumers in different nations requires an understanding of the influence of their national culture, socioeconomic, and demographic variables (Everdingen & Warts, 2003). The innovation adoption process involves innovative and imitative consumer behavior (Rogers 1962, 2003; Bass, 1969; Norton & Bass, 1987). The consumer behavior of adoption of innovations can be predicted from their attitude towards the adoption, perceived behavioral control, social influence, and subjective norms, which are part of the national culture (Ajzen & Fishbein, 1980; Ajzen, 1985, 1991). For multiple generations of the same product, innovation adoption and substitution occurs simultaneously. An integrated, multi-generation diffusion model has been developed that considers a dynamic market potential with a competitive relationship among generations and products (Kreng & Wang, 2013). The Hofstede framework of national culture is the most widely used cultural framework to explain the consequences of culture for global marketing, branding, and advertising (Hofstede, et al., 2010; Mooij & Hofstede, 2010, 2011; Rinnie & Fairweather, 2012). The purpose of this chapter is to summarize the current understanding about creating a culturally sensitive marketing intervention strategy including price, competition, and substitution for the diffusion of innovations using Hofstede's six dimensions of national culture.
Communication in a Healthcare Company
Authors: Rusnac Dina
Published: February 2015

The chapter discusses the marketing strategies of private Romanian healthcare clinics from a communication perspective, advancing methods to improve customer outreach. The study puts together data from the private medical services market and comparatively analyzes the marketing strategies, making recommendations towards the optimal cost-benefit mix.
Entrepreneurial Values, Environmental Marketing and Customer Satisfaction
Authors: Nair Sumesh R. , Ndubisi Nelson Oly
Published: February 2015

This chapter attempts to develop a framework of an environmental marketing system that is propositioned to lead to customer satisfaction. A comprehensive and intense environmental marketing system as proposed in the chapter is believed to be the core of a firm's success. However, it is assumed that the success of an environmental marketing system would be impacted by some important factors like environmental education of customers and entrepreneurial traits such as eco-innovation, risk-taking, and perseverance. Therefore, propositions are developed in this chapter in order to demonstrate the relationship between an environmental marketing system and customer satisfaction and also the power of customer education and entrepreneurial traits in moderating the effective functioning of the system.
Using Social Media as a Concept and Tool for Teaching Marketing Information Systems
Authors: Tsiakis Theodosios
Published: February 2015

Teachers use social media in order to have instant, comfortable and effective way to communicate and transact with students. Online classrooms also are becoming more and more social. So why not use these methods that are already in wide use as a teaching tool? Social media began as an entertainment tool, then became a marketing phenomenon, and now is seen as a new pedagogical tool. The Marketing Information System course aims in offering students (the tomorrow marketers) an in-depth view and understanding of information systems that support an effective way the marketing activities. MIS is the process of connecting people, processes, and technology. The use of ICT has changed the way marketing decisions are made. On the one hand, using information technologies supports achievement of a current marketing strategy while on the other hand these technologies set new marketing rules, and social media is the technology that represents a unique way of transmitting information in all directions. So with one concept (social media), we can achieve multiple benefits. This chapter (1) provides a literature review (overview) of the current use and benefits of Web 2.0 or so-called social media tools in the support of teaching or pedagogical process, (2) offers a systematic way of understanding and conceptualizing online social media as a teaching tool, and (3) suggests the framework in which social media tools can be applied and used in the Marketing Information System (MkIS) course both as part in the course structure and as a mean to teach MkIS.
Analyzing Customer Behavior Using Online Analytical Mining (OLAM)
Authors: Ritbumroong Thanachart
Published: February 2015

Online Analytical Mining (OLAM) is an architecture integrating data mining into OLAP. With this integration, data mining algorithms can be performed with OLAP abilities. OLAM enables users to choose a particular portion of data and analyze them with data mining models. Previous studies have provided examples of OLAM applications with the motivation to improve technical performance. This chapter reviews the capabilities of OLAM and discusses the well-known concept encompassing the analysis of customer behavior. The underlying motivation of this chapter is to present the opportunities for the development of OLAM to support the customer behavior analysis. Three main directions of the advancement in OLAM are proposed for future research.
Collaborative Customer Relationship Management-Co-Creation and Collaboration through Online Communities
Authors: Alavi Shirin
Published: February 2015

There are four trends reshaping the world of business-technological advances and the speed with which new technologies are created and copied, the loss of geographic advantage resulting from globalization, the shake-up of traditionally stable industries as a result of deregulation and the rising power of the consumer and their ability to get what they want, when they want it, from whomever they want. With this in mind, the collaboration experience becomes one of the greatest competitive aspects for a business's survival. This has made companies realize the significance of the two levers of Customer Value Management –Co-creation and Collaboration. Further, with the internet having built an open network where information can flow freely, innovation, entrepreneurship and democracy are fast thriving over the world. Self directed co-creation is a wide range of consumer activities that amount to consumer-side production of value. Thus individuals, online communities have become a considerable prolific force in e- commerce. This research paper details the usage of online communities as tool for co-creation and collaboration The research study further classifies the online communities of organizations on the basis of their scores on co-creation and collaboration and further goes on to develop a Community Co-creation and Collaboration Matrix (CCCM). The online communities which depict a high score on co-creation and collaboration are the most desirable from the organization's perspective. They facilitate a dynamic environment in terms of reciprocity and optimal level of customization for a win-win organization-community member relationship. Co-creation and collaboration is the strategic outcome of collaborative customer relationship management. Thus online communities can be used to achieve the two important functions of Customer Relationship Management i.e. co-creation and collaboration.
A Cloud Computing Model for Efficient Marketing Planning in Tourism
Authors: Mastorakis George , Trihas Nikolaos , Mavromoustakis Constandinos X. , Perakakis Emmanouil , Kopanakis Ioannis
Published: February 2015

This article proposes a novel model to optimize e-marketing planning in tourism sector, based on the convergence among interactive digital television, mobile networks and cloud computing systems. The proposed research approach is exploited, towards efficiently facilitating marketers to accomplish optimum e-marketing data analysis and design effective mobile marketing strategies, targeting potential users under a personalized advertising scheme. This model also enables marketers to predict future purchasing patterns and efficiently understand customers' behavior. Collected e-marketing data, revealing customers' preferences, is optimally displayed to marketers, using emerging user-friendly interfaces based on cutting edge web technologies, towards providing an actual mean to automatically customize services for individual market segments in tourism sector. The applicability and usefulness of the system were tested by interviewing a sample of hotel marketing managers, and the findings provide useful practical implications.
The Use of Humor in Award-Winning TV Commercials in Turkey
Authors: Tatli Erdem , Ozdemir Urun Anil
Published: February 2015

In this chapter, the award-winning television commercials of Turkey's Cristal Apple Advertising Competition are studied in terms of their use of humor. The commercials are content analyzed, and humorous devices are organized according to the studies of Sterthal and Craig (1973), Kelly and Solomon (1975), Buijen and Valkenburg (2004), and Yee (2011). The humorous devices are listed according to four distinct product categories—banking, decoration, detergents and household cleaners, and foods—and determined according to four distinct categories designed by Weinberger, Campbell, and Brody (1994). All the award-winning advertisements are analyzed according to humorous devices used and product types comparatively. As a result, it is observed that there are significant differences in terms of humor use in advertisements in different sectors. Accordingly, the most humorous advertisements are in the food sector. The humor devices used in the advertisements differentiate from year to year.
Brand Positioning through Print Advertising
Authors: Xu JuanJuan , Bao Yeqing , Landry Timothy D.
Published: February 2015

Due to rapid economic development and a burgeoning middle class, China has attracted consumer market competition from around the world. The market environment in China, however, is culturally complex. Juxtaposed between traditional Eastern values and Western materialism, China presents unique challenges regarding brand positioning. Within this scope of inquiry, the authors explore an important aspect of positioning: consumer product branding through print advertising. Specifically, they explore the demographic makeup of models/spokespeople, look at differences between domestic and foreign brands, and postulate how such advertising choices influence brand perceptions. The results show that Chinese domestic brands prefer Asian models. Interestingly, multinational firms appear to be choosing young, mostly male, Asian models. This is an important shift in branding and garners support for “localization” strategies for Chinese markets.
Developing a Grassroots Cross-Cultural Partnership to Enhance Student Experiences
Authors: Pentina Iryna , Guilloux Veronique
Published: February 2015

Increased globalization of the world economy makes international aspects of marketing an important priority. A growing number of business colleges provide cross-cultural experiences in marketing disciplines that help students better understand other cultures while applying their academic preparation to real-life settings. Today's students represent the first generation that has been born into the digital age, and freely use multiple technologies in preparing for classes, sharing notes, shopping, rating professors, and accomplishing multiple everyday tasks. This case discusses a class project on developing integrated marketing communications conducted by American and French cross-cultural student groups to promote environmentally-sustainable products in international markets. Modern social networking technologies were widely used both as tools for accomplishing the project, as means for presenting and displaying the results and as a medium for international marketing communications.
Social Media Marketing in the Scandinavian Industrial Markets
Authors: Salo Jari , Lehtimäki Tuula , Simula Henri , Mäntymäki Matti
Published: February 2015

Limited attention is paid in the academic literature to how business markets and marketers have harnessed social media. The purpose of this study is to depict how companies in business markets have been using social media and what kinds of future strategic actions they have planned for it. The research is based on a literature review, six case studies and eight interviews with industry experts. The research shows that managers are hesitant to adopt and use social media mainly due to the challenges of creating compelling content and because open interaction within social media is perceived as a threat, although companies have run trial campaigns with limited success. For academics, this study illustrates areas for further research and theory development.
Customer Relationship Management (CRM) Practices by Small Businesses in Developing Economies
Authors: El-Gohary Hatem , Edwards David J. , Huang Juanling
Published: February 2015

This study investigates the different factors affecting Customer Relationship Management (CRM) adoption by Egyptian Small Business Enterprises (SBEs). A systematic review of extant literature on CRM adoption by SBEs was conducted both holistically, and specifically in developing countries (e.g. Egypt). The study then progresses to validate a conceptual framework of CRM practices utilising a positivist research philosophy augmented with a quantitative approach, using questionnaire survey data. Findings indicated the response rate of Egyptian SBEs was low and that SBEs' owners, marketing managers and sales managers lack knowledge about CRM practice and the different tools or forms related to it. The findings also illustrated that SBE internal and external factors have a different impact upon CRM adoption. The study provides stakeholders (including entrepreneurs, policy makers, practitioners, researchers and educators) with an invaluable insight and a deeper understanding of issues related to CRM adoption by Egyptian SBEs. This research makes an important contribution to the current dearth of empirical studies in this field. Research outcomes consolidate and clarify several pertinent issues and provide peers with direction for future research.
The Identity Salience and Emotional Attachment Strategies in Alumni-University Relationships
Authors: Min Junhong , Segal Madhave N. , Dalman M. Deniz
Published: February 2015

Higher education has never truly recognized the importance of garnering the resources of alumni by expending university efforts in developing, controlling, and maintaining relationships with alumni. The purpose of this research is to tackle the long-term relationship marketing question. Drawing on the social marketing and relationship marketing literature, the authors propose and empirically test the roles of two relationship marketing strategies, namely identity salience and emotional attachment, in the alumni-university relationship. While the identity salience strategy encourages alumni to connect their identity to their former university, the emotional attachment strategy triggers the psychological ownership that leads alumni to proactively engage in university activities. Based on results of data collected from a large Midwestern university, the identity salience strategy was found to greatly affect symbolic consumption behavior while the emotional attachment strategy was found to strongly promote relationship-specific volunteering. The results also revealed that three social benefits, including development of a business network, enhancement of a friendship network, and enjoyment of participation, are associated with the two relationship marketing strategies. The authors conclude with a discussion addressing limitations of the study as well as practical and theoretical implications of the findings.
The Kosovo Agriculture Market and the Marketing Concept
Authors: Pllana Mustafa , Miftari Iliriana , Bytyqi Njazi , Aliu Sali , Shkodra Jehona
Published: February 2015

Considering marketing as main contributor to the contemporary development, it has encouraged us to raise discussion regarding the role of the marketing in business decision-making and economic development as a whole. The concept of marketing is becoming a necessity tool for survival and the development of different business enterprises. The main objective of the study was to find out about the level at which Kosovo enterprises understand and apply marketing and how do they distinguish marketing from advertising. Moreover, the study seeks for Kosovo households' opinion on marketing and advertising, if they distinguish it from advertising, and how the advertising influences the household behavior in buying decision making. A sample size of 150 businesses and 150 household, covering the whole Kosovo regions were interviewed and analyzed. The results of the collected data were processed and analyzed using Statistical Program for Social Sciences (SPSS).Out of 46% of the total surveyed businesses considered that adv is same as marketing .About 64% of surveyed households declared that adv is done for the products of low quality, but 62% of businesses consider adv necessity even for products of best quality. Surveyed households, about 63% declared that their bought has been based on previous purchases, 17% on sellers' statement and 20% on adv basis. The share for promotion by some Kosovo agriculture businesses is from 4% to 20% of the profit, increasing the selling from 3% to 10%.
A Study towards the Relation of Customer Relationship Management Customer Benefits and Customer Satisfaction
Authors: Mohammadhossein Nastaran , Ahmad Mohammad Nazir , Zakaria Nor Hidayati , Goudarzi Shidrokh
Published: February 2015

The purpose of this study is to investigate the efficacy of customer relationship management (CRM) benefits for customers in relation to customer satisfaction. A model has been developed and empirically tested through survey data collected from 150 customers of three Malaysian companies. The results indicate that the benefits of CRM for customers have had a significant positive effect on their satisfaction in marketing companies. Personalized service, responsiveness to customer's needs, customer segmentation, customization of marketing, multichannel integration, time-saving and improving customer knowledge are the benefits that we proposed would affect customer satisfaction in order to significantly improve marketing performance. Additionally, the results reveal that all the benefits found, with the exception of time-saving, enhanced customer satisfaction. This paper contributes to the existing literature by incorporating the benefits of CRM for customers and the relationships of these benefits with their satisfaction in the proposed model.
An Empirical Study of Factors Influencing Consumer Attitudes towards SMS Advertising
Authors: Dharmadasa Pradeep , Alahakoon Thilini
Published: February 2015

This article examines factors influencing consumer attitudes towards SMS advertising. The study's research framework was conceptualized using five predictor variables – informativeness, irritation, privacy, credibility, and incentives – and an outcome variable of consumer attitudes towards SMS advertising. The informativeness, irritation, and privacy was labelled as central route constructs and credibility and incentives were labelled as peripheral route constructs. Survey data collected from 251 mobile users selected from a cohort of undergraduates in business management from the University of Colombo, Sri Lanka, were analyzed using the Structural Equation Method (SEM). Results suggest that the informativeness and incentive variables are positively associated with customer attitudes towards SMS advertising, whereas irritation and privacy are found to be negatively associated with consumer attitudes towards SMS advertising. Surprisingly, credibility was found to be an insignificant factor predicting consumer attitudes towards SMS advertising. Several implications for consumer attitudes towards SMS advertising are discussed.
Using Sustainability Reports as a Method of Cause-Related Marketing for Competitive Advantage
Authors: Corley John Kenneth , Vannoy Sandra A. , Cazier Joseph A.
Published: February 2015

This study explores the impact of sustainability reporting on consumer behavior. In this study, the authors measure consumer perception and behavior using the constructs value congruence, trust, loyalty, and purchase intention. To test other research model and hypotheses they collected survey data during an online experimental simulation. During the simulation participants were presented with information about a fictional retailer of digital music, movies, and MP3 players. Consumer behavior data were collected from participants before and after presenting information about the sustainability report of the fictitious retailer. The results of the study suggest sustainability reporting has a significant and positive impact on consumer behavior. Therefore, it may prove to be an effective method of cause-related marketing used to attract conscientious consumers.
The Relationships between the Organizational, Environmental Characteristics and Marketing Performance
Authors: Omran Sally Kamel Ali
Published: February 2015

This research aimed at studying and analyzing the relationships between the organizational, environmental characteristics and marketing performance in three Egyptian private telecommunication companies. The analyzed data came from a hand delivery survey of a stratified random sample of 390 from the employees. Since the total numbers of the mobile customers are very large and geographically dispersed, an e-mail survey was used. The response rate for the employees was equal 92.3% and for the mobile customers 85.2%. The research ended up with the following main findings: (a) In general, there is strong and significant support for the developed hypotheses; (b) there is strong, positive and significant relationship between formalization; internal environment and marketing performance; (c) centralization and external environment are strongly, negatively and significantly related with marketing performance; and (d) there is strong and significant relationships between all the independent variables and all marketing performance indicators.
Self-Brand Congruity and Brand Communication
Authors: Rajabi Mahdi , Dens Nathalie , De Pelsmacker Patrick
Published: February 2015

Brand communication through advertising plays an important role in developing strong brands in emerging markets, especially in India. This chapter investigates how ethnocentrism moderates the effects of advertising adaptation levels (globalization, glocalization, and localization) on Indian consumers' ad evaluation and self-brand congruity. It uses self-brand congruity to explain the psychological reasons behind the Indian consumers' preferential patterns of the levels of advertising adaptation. A 2 (local celebrity, global celebrity) x 2 (local verbal cues, global verbal cues) full factorial between-subjects experiment is set up with 219 Indian consumers. Ethnocentrism is measured at the individual level. Results show that highly ethnocentric individuals respond more positively (attitude towards the ad and self-brand congruity) to localization and glocalization advertising strategies compared to a globalization strategy, while lowly ethnocentric individuals do not respond differently to these strategies. The practical and theoretical implications as well as suggestions for further research are discussed.
Modernization, Consumer Personalities, and Global Brand Attitudes
Authors: Li Qianqian , Wei William , Xue Qiuzhi
Published: February 2015

A key issue for brand management in emerging markets is to understand the uniqueness and trends of consumers' global brand attitudes. This chapter proposes that modernization brings cultural transformation represented by individual personalities—including global identity, self-construal, and social desirability—thus affecting consumer global brand attitudes. Using data collected from 829 samples in 29 provinces in China, this chapter finds evidence for several propositions. Based on empirical analysis and findings, the authors make recommendations for international and local brand managers. Further research directions are also discussed.
Legal Issues to Be Considered before Setting in Force Consumer-Centric Marketing Strategies within the European Union
Authors: Tzoulia Eleni
Published: February 2015

This chapter examines Consumer-Centric Marketing in the internal market from a legal standpoint. A legislative trend towards the protection of consumers' rights and individuals' privacy is witnessed in the European Union. Consumer-Centric Marketing, however, employs techniques that put consumers at a number of risks related to both their privacy and their economic freedom. The purpose of this chapter is to indicate the limits of legality pertaining to Consumer-Centric Marketing, when applied within the European Union. The chapter examines two forms of Consumer-Centric Marketing, i.e., the Cause-Related and the Relationship Marketing. It explains European legislation on the protection of personal data and all current developments in Unfair Competition law in Europe, and it presents the tactics that should be avoided by companies when implementing the above marketing methods, so as to prevent a possible ban on their advertising.
Customer-Based Corporate Brand Equity (CBCBE) in Business-to-Business Firms
Authors: Mishra Prashant , Sarkar Soumya
Published: February 2015

Performance of corporate brands is turning out to be a very significant metric in gauging the degree of firm performance. In a B2B setting, corporate brands are of larger importance and greater relevance. From a strategic marketing perspective, this chapter looks at market orientation as a crucial antecedent to corporate brand performance, which is measured through a new construct: Customer-Based Corporate Brand Equity (CBCBE). In the backdrop of Indian B2B firms, a dyadic analysis is performed to eke out the relationship in order to fill the spaces glaring in this domain of marketing literature. The presence of innovativeness as a strategic marketing mediator positively influences this association between market orientation and corporate brand performance focusing on the individualities of emerging markets.
Marketing vs. Games in Secondary School
Authors: Bedi Krunoslav , Hrustek Nikolina Žajdela
Published: February 2015

Increases of the Internet users have drastically increased the number of media via which companies promote their products. One of such media are computer games. This paper investigates the perception of secondary school students as to the ads appearing in the games as well as their opinions and the experience they have gathered up to now regarding the advertising in the computer games. The first group of students encountered the term advertising and took part as well in creating a computer game intended to be the main advertising media. The second group did not have such experience. Among other things, the making of the computer game dubbed XcarPerformance was described. The results of the research indicated that the way of advertising in the computer and video games should be changed. Previously acquired knowledge and the present experience in advertising played a crucial role in the perception of advertising.
The Role of Brand Management in Emerging Markets
Authors: Kasemsap Kijpokin
Published: February 2015

This chapter introduces the role of brand management in emerging markets, thus explaining the concepts of brand management system, corporate branding, brand performance, brand equity, brand awareness, perceived brand quality, brand association, and brand loyalty; the importance of brand strategy in emerging markets; and brand relationships toward effective brand management. Firms in emerging markets should take consideration of their brand management system, corporate branding, brand performance, brand equity, brand awareness, perceived brand quality, brand association, and brand loyalty in order to effectively achieve business success in emerging markets based on the conditions of their organizational structure, environment, and marketing contexts. Developing a good brand relationship is essential for brand management in emerging markets. Firms in emerging markets should recognize the importance of brand constructs (i.e., brand management system, corporate branding, brand performance, brand equity, brand awareness, perceived brand quality, brand association, and brand loyalty) and need to put more marketing efforts in building brand management system in order to enhance the marketing performance and achieve business goals in the global marketing environment.
E-Marketing and Online Consumer Behavior
Authors: Jain Neha , Ahuja Vandana , Medury Y.
Published: February 2015

The evolution of human society, improvement in communication processes, and digital convergence have provided innovative opportunities and challenges for marketing as the Internet moves ahead to play significant roles in the consumer decision making process. This chapter explores significant issues in the context of the Internet, consumer decision making, and organizational strategy formulation. This framework addresses noteworthy aspects with respect to the role of the Internet in decision making, effect of the Internet on consumer behavior, post-purchase behavior, and the consumer decision-making process. It traces the research design and formulation of a research instrument to address the proposed issues.
Using the Power of Social Media Marketing to Build Consumer-Based Brand Equity
Authors: O'Reilly Kelley , Lancendorfer Karen M.
Published: February 2015

This chapter highlights how companies might use social media marketing to build brand credibility and, ultimately, consumer-based brand equity. By building brand credibility and equity through SMM, companies can connect with distinctly different consumer groups. Because consumers are adept integrators of marketing communication channels within and across media, companies with strong virtual communities may reap even greater results from the theoretical perspective of customer-based brand equity discussed within the chapter. Marketing scholars and practitioners alike may find this chapter of interest due to the growing desire by companies to develop strong bonds with consumers and their interest in effectively using social media as a marketing tool.
Marketing Higher Educational Institutions on Social Network Sites
Authors: Leng Ho Keat , Leng Dahlia
Published: February 2015

With social network sites growing in popularity, many organisations, including educational institutions, are starting to use this new platform to market themselves. However, marketing on social network sites is different from traditional marketing. Its value lies in engaging members of the social network and generating shared cultural meaning of the advertised brand rather than promoting awareness of the brand to a large number of people. As marketing on social network sites remains in its infancy and educational institutions are only beginning to understand that it is different from traditional marketing, it is not clear as to how educational institutions can leverage social network sites for their marketing effort. Using a case study on the use of Facebook as a marketing tool by a private educational institution offering degree programmes in Hong Kong, this chapter proposes a framework for marketing higher educational institutions on social network sites. The model suggests that educational institutions should encourage the participation of students on social network sites and engage the students through activities. The activities and participation of students on social network sites not only provide positive reinforcement of the decision to enroll in the education institution but also provide information to prospective students when they are evaluating the alternatives in the choice of an educational institution. In addition, the model also proposes that social network sites should facilitate the decision to enroll in the education institution by providing support in the application process.
Developing Assistive Interventions
Authors: Langrial Sitwat
Published: February 2015

Digital interventions have received a great deal of attention from researchers and scholars. Development, implementation, and evaluation of behavior change, and assistive technologies for improved living are being increasingly studied. Assistive technologies in particular have opened up venues for technological advancements for supported living for people with mental and physical disabilities. This chapter is conceptual in nature and discusses the emergence of digital interventions for improved living. Further advancement of a relatively new research field of Persuasive Technology is discussed that is largely related to supporting healthy living. The aim of the chapter is to review early digital interventions and emergence of behavior change and assistive technologies. It highlights potential benefits that could be realized through the use of carefully designed behavior change and assistive technologies. In addition, several key challenges, promises, and pitfalls are briefly outlined. Presented knowledge would help researchers and practitioners in abstracting, designing, and evaluating assistive technologies.
Dance and Movement as Therapy for Children with Autism Spectrum Disorders (ASD)
Authors: Teo Jane , Hoon Ong Puay
Published: February 2015

This chapter attempts to introduce the concept of Dance and Movement Therapy (DMT) in treating autistic-like symptoms and discusses the validity and feasibility of adopting DMT as a complementary component of an existing intervention framework. By defining mainstream DMT, identifying its implications for children across the spectrum, and briefly touching upon the theoretical aspects of its workings, it is hoped that parents, teachers, and educators can gain a more thorough understanding of this method. An outline of how it can be adapted for children with a range of abilities is also supplied. Finally, initial observations of DMT applied in Kuching, Malaysia, are shared with concluding suggestions for success within this particular cultural and social context. This chapter is aimed at the new practitioner looking for a starting point resource as well as parents, teachers, and educators who may be thinking about implementing DMT into a child's routine or programme.
Nonpharmacological Interventions to Prevent Delirium: An Evidence-Based Systematic Review
Authors: Rivosecchi Ryan M. , Smithburger Pamela L. , Svec Susan , Campbell Shauna , Kane-Gill Sandra L.
Published: February 2015

Development of delirium in critical care patients is associated with increased length of stay, hospital costs, and mortality. Delirium occurs across all inpatient settings, although critically ill patients who require mechanical ventilation are at the highest risk. Overall, evidence to support the use of antipsychotics to either prevent or treat delirium is lacking, and these medications can have adverse effects. The pain, agitation, and delirium guidelines of the American College of Critical Care Medicine provide the strongest level of recommendation for the use of nonpharmacological approaches to prevent delirium, but questions remain about which nonpharmacological interventions are beneficial.
Stroke Volume Optimization: The New Hemodynamic Algorithm
Authors: Johnson Alexander , Ahrens Thomas
Published: February 2015

Critical care practices have evolved to rely more on physical assessments for monitoring cardiac output and evaluating fluid volume status because these assessments are less invasive and more convenient to use than is a pulmonary artery catheter. Despite this trend, level of consciousness, central venous pressure, urine output, heart rate, and blood pressure remain assessments that are slow to be changed, potentially misleading, and often manifested as late indications of decreased cardiac output. The hemodynamic optimization strategy called stroke volume optimization might provide a proactive guide for clinicians to optimize a patient’s status before late indications of a worsening condition occur. The evidence supporting use of the stroke volume optimization algorithm to treat hypovolemia is increasing. Many of the cardiac output monitor technologies today measure stroke volume, as well as the parameters that comprise stroke volume: preload, afterload, and contractility.
Extracorporeal Membrane Oxygenation for Pediatric Cardiac Arrest
Authors: Ryan Jennie
Published: February 2015

Extracorporeal cardiopulmonary resuscitation (ECPR) remains a promising treatment for pediatric patients in cardiac arrest unresponsive to traditional cardiopulmonary resuscitation. With venoarterial extracorporeal support, blood is drained from the right atrium, oxygenated through the extracorporeal circuit, and transfused back to the body, bypassing the heart and lungs. The use of artificial oxygenation and perfusion thus provides the body a period of hemodynamic stability, while allowing resolution of underlying disease processes. Survival rates for ECPR patients are higher than those for traditional cardiopulmonary resuscitation (CPR), although neurological outcomes require further investigation. The impact of duration of CPR and length of treatment with extracorporeal membrane oxygenation vary in published reports. Furthermore, current guidelines for the initiation and use of ECPR are limited and may lead to confusion about appropriate use of this support. Many ethical concerns arise with this advanced form of life support. More often than not, the dilemma is not whether to withhold ECPR, but rather when to withdraw it. Although clinicians must decide if ECPR is appropriate and when further intervention is futile, the ultimate burden of choice is left to the patient’s caregivers. Offering support and guidance to the patient’s family as well as the patient is essential.