Reference price research suggests that consumers memorize and recall price information
when selecting brands for frequently purchased products. Previous price-knowledge surveys, …

Demonstrations of marketing effectiveness currently proceed along two parallel tracks:
Quantitative researchers model the direct sales effects of the marketing mix, and advertising and …

This research shows that a single auditory exposure to fictitious brand names may create
the impression, one day later, that these brand names actually exist. It appears that the …

Marketing managers often use consumer attitude metrics such as awareness, consideration,
and preference as performance indicators because they represent their brand's health and …

Marketers are making increasing use of very brief messages that mention just a brand name
or a brand name with a short headline, as in event sponsorship and program endorsements…

… Vanhuele is associate professor of marketing at the HEC School of Management, Paris (GREGHEC),
Marketing Department, 78351 Jouy-en-Josas, France (vanhuele… Marc Vanhuele is …

Purpose The purpose of this paper is to examine gender differences in store loyalty and how
those differences evolve with age. Design/methodology/approach Data for the study were …

Advertising has the power to influence how consumers experience, think, and feel about
brands, but the sequence of these mindset effects may differ by brand and category. This paper …

… The number of fixations was higher when participants had to read aloud (M = 6.38) than
when they were reading in silence (M = 3.51). Both means were greater than 1 (p < 10 –7 and p …

In-depth interviews with web banner designers, combined with retrospective protocols, reveal
implicit theories of the communication process that they apply during their creation process…