Background Consumers have embraced the internet and its social and community elements
to a degree unimaginable just ten years ago. Like other areas within marketing, the market …

Purpose – The authors apply Alan P. Fiske's relational models framework to customers'
engagement with service firms – specifically, they propose that customers who hold different …

A four‐stage cycle model of entrepreneurial marketing by Millennials is developed,
consisting of enabling through resource scarcity, bonding through social media, new product …

With the continued popularity of reality television among young viewers, it is vital to identify
pre-teen and teen audiences who not only watch a reality program but have a high level of …

The use of dietary supplements in the United States has escalated in the past decade, driven
by the public's desire to exert control over their health and by the mistaken belief that the …

Purpose – This research aims to examine the effects of varying front-of-package (FOP)
nutrition information type on parents' food product choices for children. Design/methodology/…

With the recent growth of reality television programing and its appeal to adolescent viewers,
marketers, advertisers, and public policy experts need to understand what motivations drive …

This research examines the effect of extraordinary retail environments on consumer self-concept.
Two between-subjects experiments manipulate the extraordinariness of the retail …

Purpose – The purpose of this paper is to examine the importance consumers place on
various types of socially responsible marketing practices, and whether the level of importance …

Retailers implementing the Hi–Lo or promotional-pricing strategy frequently offer temporary
price promotions to attract customers to the store. For this strategy to be financially successful…