Electronic word-of mouth (eWOM) has attracted considerable interest from researchers in the
past decade. Although the extant research has helped us to develop a good understanding …

Teenagers currently spend an estimated $153 billion a year on everything from computers
to cars to clothes (Brand, 2000). Trend conscious teens are very active in utilizing the media …

Marketing concepts such as corporate identity, image, and branding are important strategies
for nonprofit organizations. In particular, brand personality has been advocated by …

Evidence within the marketing literature has shown that marketing capabilities are important
drivers of firm performance. However, very little is known about how firms improve their …

The global children's market holds tremendous potential, yet little research has been conducted
on international attitudes toward advertising and family communication patterns. Using …

The astonishing growth of the Internet coupled with its unique capabilities has captured the
attention of the marketing community. Although many businesses are acknowledging the …

Purpose – To investigate the influence of word‐of‐mouth (WOM) behavior among the
growing teenage female market segment in the flourishing sports market. Design/methodology/…

Given the increase in cultural diversity within marketing organizations as well as within current
and potential customer bases, possessing the appropriate communication skills becomes …

Using the theoretical foundations of the resource-based view of the firm, this study develops
and measures marketing employee development capabilities and investigates how it …

As the amount of time and money spent on the Internet increases, so does concern over
how this new medium fits into our current media consumption patterns. Past research has …