bluuebunny/crossref_metadata_2025_split huggingface dataset:
Consumer Expertise
Authors: Eisenstein Eric M. 
Published: December 2010

Abstract
Consumer expertise has been an inconsistent topic of research in marketing, with a small set of papers that have explored the effects of expertise on various phenomena that are integral to consumer decision making. Studies both within marketing and in cognate fields have challenged the very notion of expertise, claiming that experts are no better than novices in making accurate decisions. Other studies conclude that there are bona fide experts, and attempt to characterize the conditions under which expertise will develop. Within marketing, research suggests that there are both benefits and costs associated with acquiring expertise within a product domain. The major benefits of expertise include superior memory for product‐related facts and attributes, faster ability to assimilate schema‐consistent knowledge, and faster, more accurate, decision making. Costs of expertise include the possibility of increased overconfidence and a reduction in ability to spontaneously recognize a change in the underlying schema governing the category, as well as reduced ability to integrate schema‐inconsistent facts. Taken as a whole, the evidence indicates that genuine expertise does exist, and that on balance, it is beneficial.
Choice Models
Authors: Seetharaman Seethu 
Published: December 2010

Abstract
Choice models are used to explain and predict how consumers choose among multiple alternatives, usually brands within a product category (such as ketchup and laundry detergent). The most popular one is the multinomial logit (MNL) model, which has been used in numerous marketing research applications. The article starts with a discussion of the MNL, explicitly discussing least squares and maximum likelihood techniques that are used to calibrate the model, as well as hypothesis tests and measures of model fit.
The IIA problem associated with the MNL model is discussed. This leads to a discussion of the multinomial probit (MNP) model, the second most popularly used choice model in Marketing, which alleviates some of the concerns arising out of the IIA problem. Estimating the MNP model, which does not have an analytical closed form (as does the MNL), requires simulation methods. Two popularly used simulation techniques, the frequency‐based simulator and the smooth recursive conditioning (SRC) simulator, are discussed in detail.
Lastly, the article briefly discusses some alternative choice models (generalized extreme value (GEV), nested logit, Batsell and Polking) that also relax the IIA restriction of the MNL model, while also yielding closed‐form choice probabilities.
Opportunities and Challenges in Social Marketing
Authors: Andreasen Alan R. 
Published: December 2010

AbstractSocial marketing had dual origins in the late 1960s – real world family planning applications on the practical side and intellectual ferment in the “broadening” academic movement emanating from the Northwestern marketing group. The decades since have seen ever‐widening applications, rethinking of fundamental propositions and a recognition that downstream targets – those exhibiting problematic behaviors – often need opportunities and abilities to act. The latter require attention to what are termedupstreamtargets of social marketing campaigns. The mainstreaming of social marketing in recent years has yielded a range of consumer research insights but has provoked rethinking of fundamental definitions of marketing that would be applicable across social and commercial settings. Several fundamental and practical research issues at the macro‐ and microlevels should occupy the field's attention in coming years.
Brand Community
Authors: Dholakia Utpal M. , Algesheimer René 
Published: December 2010

AbstractBrand communities offer the promise of a marketing program that is synergistic with the intrinsic motivations, interests, and empowerment of contemporary consumers. Widely applicable and increasingly used by mainstream consumers across a range of product and service categories, they represent avenues for marketers to generate a range of positive outcomes for the firm in cost‐effective ways. For consumer researchers, brand communities are venues to study a host of psychological and social issues. In this article, we elaborate on this concept by providing a definition of brand community, introduce and elaborate on different types of brand communities, and examine the consequences of consumer participation in them.
Self‐Regulation
Authors: Vohs Kathleen D. , Fishbach Ayelet 
Published: December 2010

Abstract
This article discusses the role of self‐regulation in consumption. Drug and alcohol abuse, overeating, sexual improprieties, underachievement, insufficient exercise, Internet and videogame addictions, violence, and crime all involve some degree of self‐regulation failure. We parse the literature on self‐regulation motivational versus social‐cognitive inputs to self‐regulation. Research stemming from the limited resource model of self‐control, regulatory focus theory, goal systems theory, counteractive self‐control theory, and balancing versus highlighting is detailed.
The Role of Schemas in Consumer Behavior Research
Authors: Flaherty Karen E. , Mowen John C. 
Published: December 2010

Abstract
Consumer behavior researchers have frequently employed schema theory as the theoretical underpinning of their investigations. A schema is a cognitive structure in memory representing a person's knowledge of a stimulus, which can include people's perceptions of themselves, other people, products, roles and occupations, and the situations they face. The article discusses the types of schemas, the effects of schemas, and their use as a theoretical underpinning of consumer behavior research efforts. The article concludes with ideas for future research on the role of schemas in the investigation of the factors that influence consumer behavior.
Consumer Aspects of International Marketing
Authors: Dimofte Claudiu V. 
Published: December 2010

Abstract
The emergence of global consumption patterns and the complexity involved in dealing with the still remaining national differences attest to the importance of consumer research in international marketing. When considering the relevant conceptual and theoretical perspectives, the emic‐etic juxtaposition should be carefully assessed in order to ensure the validity of subsequent findings and their relevance to corporate strategy. At the same time, when thinking about the practical aspects of assessing and satisfying consumer needs across the globe, issues such as the appropriate operationalization of constructs and the achievement of measurement equivalence across multinational samples should be at the center of international marketing research. Finally, the extensive literature on topics such as consumer ethnocentrism/cosmopolitanism, the country‐of‐origin effect, and global branding is informative to both academics and practitioners in suggesting that, despite local specifics, the global consumers' behavior is governed by universal psychological processes and cognitive biases.
Consumers' Need for Uniqueness
Authors: Ruvio Ayalla A. 
Published: December 2010

Abstract
Consumer's need for uniqueness is defined as an enduring personality trait driving individuals to pursue dissimilarity by acquiring, using, and disposing of products and brands in an effort to develop a distinctive self‐ and social‐image. It was conceptualized as a three‐dimensional construct including creative choice, unpopular choice, and avoidance of similarity. Studies substantiated its relationships with a variety of consumption behaviors.
Integrated Marketing Communication
Authors: Kitchen Philip J. , Burgmann Inga 
Published: December 2010

AbstractThe role of marketing communications in advanced economies can hardly be underestimated. The sheer volume of media communications alone is staggering, and its effects are continuous. The aim of this article is to extensively review the literature of the provoking concept – Integrated Marketing Communications (IMC). Secondly, it elaborates on issues related to implementation of IMC from both an agency and a client perspective.A period of this transformation is evident here, documenting the movement by companies and agencies from an emphasis on stand‐alone traditional elements of communication – such as advertising for example, to where all elements of communication or promotion areintegrated. Such integration is driven by technological advancement, media fragmentation, market demassification, and competitive pressures. The recency of the phenomenon and its widespread global adoption is remarkable and stems from changing practitioner activities in the late 1980s to its current global status. The development process and the effects of such integration are discussed here.
Historical Overview of Advertising Promise
Authors: Jančič Zlatko 
Published: December 2010

AbstractThe contribution is intended to provide a detailed disclosure of certain well‐known and especially lesser‐known periods in the history of advertising. Thus, we can offer a comprehensive insight into this interesting social phenomenon. The focus of the paper is the ever‐changing concept of advertising promise that represents a basic foundation of any advertising strategy. We researched 10 eras of advertising promises that appeared in the known history. The first two eras deal with the advertising history of preindustrial society. The next six eras cover the best‐researched part of modern advertising. The last two eras represent contemporary trends and directions for a possible future change in advertising promise development. It is hoped that this article has proposed a new contribution to the literature in this otherwise less‐researched field of advertising theory. The main findings of this author's research can be characterized firstly as the establishment of a notion that advertising is not the exclusive product of capitalism and industrial society and secondly, that advertising has faced a constant crisis throughout history. In order to survive and to be effective, it has to demonstrate its permanent and inherent creativity. The article concludes with the dilemma of whether advertising has completed its full circle or whether there is a whole new world of opportunities ahead.
Unconscious Advertising Effects
Authors: Moorman Marjolein 
Published: December 2010

Abstract
Most traditional advertising effect models are based on the premise that advertising is attended to and processed consciously. However, recent neuroscientific research shows that most information is unconsciously attended to, processed, and stored in memory. The concept of unconscious processing is very interesting for an advertising landscape that is challenged by a growing amount of messages being sent and the declining consumer attention rates.
Copy Test Methods to Pretest Advertisements
Authors: Pechmann Cornelia , Andrews Craig 
Published: December 2010

AbstractWe define advertising copy testing, describe the major copy test methods using case examples, discuss each method's strengths and limitations, and identify areas of debate. The case examples were selected based on the authors' direct experiences and the methodological rigor of the methods. We define advertising copy testing as a quantitative and qualitative marketing research method that is used to pretest advertisements where numerical data on effects is collected and statistically analyzed. We discuss three copy test methods that apply the principles of sound copy testing that were developed by US advertising agencies, which require that the methods (i) be relevant to the objectives, (ii) have agreement about the use of results, (iii) use multiple measurements, (iv) be based on a model of human response, (v) consider multiple exposures, (vi) test comparably finished executions, (vii) control the exposure context, (viii) define the relevant sample, and (ix) demonstrate reliability and validity. To this list, we add (x) take baseline (i.e., pre‐exposure) measurements and/or use control groups, because this reflects sound and generally accepted research standards. Our three case examples of sound copy test methods come from the US National Youth Anti‐Drug Media Campaign, the US Federal Trade Commission, and the ARSgroup, a major copy test firm.
Viral Marketing on the
I
nternet
Authors: Eckler Petya , Rodgers Shelly 
Published: December 2010

Abstract
Viral marketing includes a broad range of online word‐of‐mouth strategies aimed to encourage peer‐to‐peer communication about a brand. The origination of this tactic dates back to 1996 and has gained increased popularity since then. Unique to viral marketing is its focus on the message (vs the product) and emotional (vs informational) appeals. Viral marketing has unique benefits and drawbacks. Advantages include reduced cost of promotion, increased credibility, increased visibility, decreased interruption, and improved format flexibility. Disadvantages include reduced control of the marketer, increased reliance on consumers' motivation, and increased risk of negative reactions.
Advertising Effectiveness
Authors: Kacen Jacqueline J. 
Published: December 2010

AbstractAdvertising is any paid, mediated form of communication from an identifiable source designed to persuade the receiver to take some action. The majority of advertising is brand‐oriented, designed to persuade a target audience to respond favourably toward the advertised product, that is, to cause a change in beliefs, attitudes, and intentions in such a way as to motivate purchase. Advertising achieves effectiveness by generating mental processes in consumers that influence their beliefs and associations about the brand, enhance brand desirability and lead to purchase. Traditionally, advertisers have viewed these mental processes in terms of a hierarchy of effects in which consumers move from brand awareness to brand knowledge to brand conviction and finally to purchase. The process is not automatic. To be effective, advertising must be carefully planned and executed.
Brand Equity
Authors: Kacen Jacqueline J. 
Published: December 2010

Abstract
Brands have long been recognized as important intangible assets that generate sales and profits for companies. The concept of brand equity represents the valuation of a brand above and beyond its current financial “book” value. Brand equity takes into account the strength of consumers' attachment to the brand (brand loyalty), associations and beliefs people have about the brand (brand image), and the brand's ability to generate greater cash flows, now and in the future, compared to other brands in its market. Brand equity captures the added value that accrues to a product from its distinct name, symbol, design or mark and that enhances the appeal of the product beyond its measured attributes and functional purpose. The concept of brand equity is at the core of understanding how companies achieve competitive advantages and superior profitability.
Luxury Brands Versus Other Brand Categories
Authors: Ilias Kapareliotis 
Published: December 2010

Abstract
Luxury brands are nowadays being incorporated into our everyday lives. They deal with different aspects of conscious and unconscious consumption, different cases of consumption, or different cases of demand. Luxury brands are the evolution of other brand categories related to special products, or to special distribution channels. Moreover, luxury brands not only evolve the brand management process but evolve also the consumers lives attitudes and ways of thinking.
Sponsorship and Event Marketing
Authors: Quester Pascale G. 
Published: December 2010

AbstractThe last three decades have witnessed an increased interest in sponsorship and event marketing as brand managers understood the unique potential of such activities in reaching consumer markets. In this article, we define sponsorship and event marketing and retrace their evolution over time. We then review the literature in relation to the impact of sponsorship on consumers and then examine the management aspects of both sponsorship and event marketing. We identify a threat common to both activities, namely, ambush marketing, when competitors of sponsors aim to derive similar benefits by suggesting an association with an event, and provide some indication for the sort of strategies that can best prevent such undesirable outcomes. Additional benefits that can be derived from sponsorship and event marketing are subsequently identified. Despite a lack of empirical research, there are many aspects of both activities that can be successfully leveraged by sponsors and event organizers. Finally, the future of sponsorship and event marketing is discussed in the conclusion section of this article.
Electronic Public Relations
Authors: Panopoulos Anastasios P. 
Published: December 2010

Abstract
A relatively new but powerful communication channel for public relations activities is the Internet. Electronic public relations compose the digital challenge for organizations worldwide. The adoption of Web 2.0 technologies and especially the wide use of social networks over the Internet enable the creation and maintenance of long‐term relations. Public relations practitioners are becoming increasingly involved in electronic public relations activities such as the launch of web sites, the monitoring of blogs and social networks, the support of e‐voting activities, the creation of e‐mails and e‐newsletters, and so on. That is why the dialogic approach with the stakeholder public is suggested for a two‐way symmetrical communication to be achieved. The main principles underlying electronic public relations are web attractiveness, usefulness of information, ease of use, conservation of users, generation of return users, and a dialogic loop comprising the framework for a true dialogic communication. Public relations practitioners should also try to secure compatibility and alignment between digital and physical worlds to achieve the organization's overall public relations' objectives. Finally evaluation of electronic public relations activities should be made to record and improve the effectiveness of public relations' practitioners' digital actions.
A Review of Ethnic Identity in Advertising
Authors: Sierra Jeremy J. , Hyman Michael R. , Heiser Robert S. 
Published: December 2010

AbstractPublished research on ethnic identity in advertising differs by underlying theoretical framework, measurement type (i.e., single‐item measure vs multi‐item scale), study design (i.e., experiment vs survey), and diversity of respondent sample. A meta‐analysis indicates that ethnic identity effects are higher for atheoretical studies that relied on single‐item measures, experimental designs, and less diverse samples. For ethnically resonant ads, attitudes toward both actor(s)/model(s) and the ad moderate brand attitudes. Overall, ethnic identity influences several commonly studied attitudinal and purchase‐intention outcomes.
Opportunity Identification
Authors: Robben Henry 
Published: December 2010

Abstract
We discuss the process of opportunity identification, the first phase in new‐product development. Whereas many sources assume it is the generation of ideas that is most difficult, it appears that selecting the most promising among them is the key issue. The probability of choosing the most viable ideas (or opportunities, or strategic options) increases with using predefined, relevant criteria. Such criteria should follow from a company's product strategy or product innovation charter.
We present and discuss a systematic way of assessing new opportunities, based on four criteria. These criteria are business opportunity, feasibility, competitiveness, and leverage. Recent research suggests that business opportunity and feasibility are most important in judging strategic options ex‐ante, whereas competitiveness is a good predictor ex‐post.
Accelerated Product Development
Authors: Langerak Fred 
Published: December 2010

Abstract
Accelerated product development is a competitive strategy that seeks to reduce the development cycle time of new products. However, there has been little theoretical advancement and empirical model testing in the identification of the conditions under which cycle time reduction is appropriate, the organizational characteristics and practices that accelerate product development, and the precise manner by which cycle time reduction affects project outcomes. Since cycle time reduction has become widely accepted as a key element in managing new‐product development, this contribution organizes and integrates the literature on accelerated product development. Specifically, we argue that the antecedents associated with shorter development cycle time are well known, but that there are inconsistencies with respect to the contextual applicability of cycle time reduction, and contradictory empirical evidence for its alleged merits in achieving lower development costs, better product quality, and greater chance of new‐product success. We attribute these inconclusive results to methodological differences in measurement approach, trade‐offs in cycle time reduction, and the hidden costs of accelerated product development. Moreover, we discuss that it is essential to take the new product's window of opportunity into account while investigating the outcomes of accelerated product development. For scholars, we provide a theoretical foundation for rigorous, empirical research. For practitioners, we list the merits of cycle time reduction, describe the situations in which it is appropriate, and delineate ways how interventions can be applied.
Launch Strategies
Authors: Talke Katrin , Hultink Erik Jan 
Published: December 2010

Abstract
Decisions made during the launch phase are recognized as important drivers of new‐product performance. At the same time, a new‐product launch is often the single most costly step in the new‐product development process. This launch phase also involves large risks as this stage is often the make‐or‐break point for a product's life cycle. The present article summarizes the extant knowledge on successful launch strategies. It starts by discussing the differences between strategic and tactical launch decisions, and then it presents how different launch strategies are related to new‐product performance. Subsequently, we discuss some important antecedents of successful launch decisions, such as the corporate mind‐set and a firm's market orientation. A successful launch strategy should not only focus on the final customer but it should also target other stakeholders in the firm's environment, such as suppliers, competitors, and the sales force. We identify several of these important stakeholders and show how these potential diffusion barriers can be successfully addressed during the launch phase of a new product.
Leadership Roles in Product Development
Authors: Griffin Abbie 
Published: December 2010

AbstractWhile the R&D invention effort in a firm involved in the overall innovation process is typically led by an industrial inventor, the political acceptance process by a champion, and the formal new‐product development process by a project manager or implementer, some projects are driven by an innovator: an individual who drives all three processes of invention, project acceptance, and implementation. This article reports how the individuals who gravitate toward each of these four specialists roles differ in their motivations, personality, and capabilities, as well as both in the tasks they undertake and the way they work. Thus, each should be managed differently.