This article explores the ways that consumers use fashion discourse to inscribe their consumption
behaviors in a complex ideological system of folk theories about the nature of self and …

Generation Y (individuals ages 14–31 in 2008) are in the marketplace with the numbers
and the purchasing power to have an unprecedented impact on the economy. Despite the …

While overall mall patronage in the United States has been declining for several years,
patronage among US adolescents (especially girls) has risen sharply. We describe a qualitative …

Recently, global warming and environmental issues have come to the forefront, with
companies like Coca-Cola joining General Electric Co., Toyota, IBM and others to focus on …

We do things for people we like, our friends. However, in firm-to-firm exchange relationships,
boundary spanners are economic agents representing their firms contractually to achieve …

Teaching methods that have been considered “tried and true” are no longer working with
today's active learners. Instructors of marketing, or indeed any field, must heed the call for …

Traditional views of individualism and collectivism suggest that Eastern countries will exhibit
collectivistic tendencies while Western countries will exhibit individualistic tendencies. The …

Student satisfaction is an important part of the effort to successfully market higher education.
This is especially true given the rapid increase in on-line course offerings. This paper …

This research furthers the theoretical perspectives that athlete endorsers are brands unto
themselves, and that athlete-endorser effectiveness is determined by congruent pairings of the …

China's rapid economic growth and population momentum have precipitated an environmental
crisis on an unprecedented scale. Consequently, green consumerism is a hot topic …