As the US economy continues to shift from a manufacturing to a service orientation, it is important
for marketers to understand the importance of reactively adapting to customers through …

In the ever‐changing electronic environment of the twenty‐first century, price is one of the
key strategic elements that is often overlooked by firms. The paper addresses differential …

PURPOSE: The purpose of this paper is to contribute to the development of animosity theory
in three areas; construct domain, the mediating role of affect and model testing. DESIGN/…

… Author links open overlay panel Erik Bertin Nes a , Rama Yelkur b 1 , Ragnhild Silkoset c
2 … Dependent variable: micro country image R 2 for micro country image .22 F 50.160 Sig .001. …

Over the last decade, US Super Bol advertising has evolved into a unique phenomenon. US
advertisers love the Super Bowl because it has reached an average television audience of …

Services marketers can influence the evaluation of service quality by “managing” customer
expectations. Expectations can also provide insights into market segmentation strategies. …

The purpose of this study was to investigate if the level of economic development of a country
influences the effect of ethnocentrism on purchase intentions and to study country of origin …

… step‐by‐step process” say Yelkur and Herbig in propounding a … Yelkur and Herbig don’t
answer these questions but do … However, many businesses would challenge Yelkur and Herbig …

Brand attitude has been proposed to be an antecedent to purchase intentions. However, very
few studies have specifically focused on ad irritation as an antecedent to attitude towards …

Super Bowl advertising receives considerable media attention each year, in part, because of
the large TV audience the event attracts. Since 2000, advertisers have spent an average of …