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 Our purpose is to extend affinity theory in construct domain, scale development, model
testing and by discerning affinity and animosity. Design/methodology/approach We carry …

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

US advertisers love the Super Bowl because it reaches a huge and highly receptive audience.
One metric that Super Bowl advertisers watch closely is ad likeability as this is correlated …

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/…

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 …

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 …

Explains the globalization of new products with the help of a global new product development
model. Attempts to provide a framework for the new product development process, bearing …

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 …