Target markets are fragmenting as today’s consumers are increasingly selective in product
choice. Simultaneously, product life cycles are shortening, competition is intensifying, and the …

A self‐designating scale was included in a mailed questionnaire to identify fashion opinion
leaders, followers, and indeterminates among female undergraduates. The number, fre …

This study is a cross‐cultural examination of the ideal self‐image of women in terms of health
and beauty. The match‐up between two advertising beauty types (possible advertising …

This research explored comparisons between matched pairs of husbands and wives on a
system of strategies used to do family food shopping. Generally, husbands and wives were …

Purpose This paper aims to explore the nature and relationships among the dimensions
that constitute expectations, anticipation and post-experience assessment of cultural events, …

This cross-cultural study explored the link between value associations and liking of a
company and its advertising, using Benetton as a case in point. Through a self-completion …

This empirical study examined cross-cultural differences in affective responses to standardized
Benetton advertisements, and the role of the likeability of four ad elements (colors, logo, …

The purpose of this study was to develop comprehensive food shopping profiles of career‐oriented,
income‐oriented, and at‐home wives. Discriminant analysis revealed distinct …

The debate about standardized versus localized advertising strategy is a long-standing one,
and fraught with human and organizational complexities that argue for the cultural …

The Eco-Sculpture Assignment demonstrates that art may be used as a conduit to scaffold
metacognition in marketing courses. Theoretical underpinnings are drawn from the literature …