摘要 :
Establishing trust in online encounters has attracted significant recent research interest. A large part of this work focuses on those factors that can be manipulated on a website to influence consumers' trusting beliefs. A notabl...
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Establishing trust in online encounters has attracted significant recent research interest. A large part of this work focuses on those factors that can be manipulated on a website to influence consumers' trusting beliefs. A notable part of this research concerns the influence of website infrastructure attributes [design and interaction elements] on consumers' assessment of vendor trustworthiness in the absence of knowledge-based transactional experience. Developing this work further, we introduce the established marketing concepts of 'involvement 'and 'elaboration'. Consumer involvement describes the relevance of a situation or decision for an individual. In the marketing literature, the importance of this concept lies in the fact that it influences an individual's information search and processing strategies. Noting this, propositions are advanced suggesting that the infrastructure attributes that individuals use as informational cues may in fact influence assessments of trusting beliefs differently according to whether individuals face high or low involvement situations.
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摘要 :
Purpose – The purpose of this paper is to stimulate reflection on the concept of Mediterranean brands, to map and qualify their specific genetic make up and their influence on brand equity. Design/methodology/approach – From an ...
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Purpose – The purpose of this paper is to stimulate reflection on the concept of Mediterranean brands, to map and qualify their specific genetic make up and their influence on brand equity. Design/methodology/approach – From an overview of the available literature and using the brand genetics model, conceptual dimensions inherent to the Mediterranean brand are identified, so as to evaluate their contribution in the building and transfer of brand value. Findings – This paper shows how the properties of Mediterranean elements are reconciled with branding models and more in general, with sustainable business. Originality/value – The paper highlights the generating drivers of value from a Mediterranean marketing perspective. Management has to govern these strategically in order to retain lasting competitive advantage.
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摘要 :
Purpose - This research paper aims to examine the theoretical and practical applicability of
integrated marketing communications.
Design/methodology/approach - Presents the findings from a two-country qualitative study
concerni...
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Purpose - This research paper aims to examine the theoretical and practical applicability of
integrated marketing communications.
Design/methodology/approach - Presents the findings from a two-country qualitative study
concerning the phenomenon. The research used survey methodology to assess the views of advertising
agency members of the Institute of Advertising Practitioners (UK) and the Communications Agencies
Association of New Zealand (CAANZ)
Findings - The findings show that practitioners appear to be constructing and applying IMC
concepts that are situation-specific. Nonetheless, a search for a single empirically testable theory of
IMC ignores evidence that practitioners are committed to IMC concepts while at the same time
resisting the development of "rigid rules". Additionally, external factors may be forcing
reconsideration of marketing communications and accountability.
Research limitations/implications - The research is limited to a study of ad agency perceptions
in two countries. While implications of the findings for other countries are discussed, a major direction
for the future is the need for research to be conducted in organisations themselves, not necessarily the
agencies which service their needs.
Practical implications - Practical implications include variability in terms of the application of
IMC principles. This leads to the idea of differential application with - as stated above - some
rejection of "rigid rules" in this dynamic area.
Originality/value - The value of the paper lies in its use of a comparative approach using members
of clearly identifiable and relevant samples in two countries in relation to IMC. The notion of
differentiation in relation to IMC application, the perceived rejection of rigid rules, and the need for
further research to be focused in-company (rather than in-agency) assist in moving this emergent
paradigm forward in an academic and practitioner sense.
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摘要 :
Both advertising and sponsor- ship are key areas of market- ing communications activity, though the latter has acted as a somewhat "Cinderella" subject. In the heightened and increasing consumer- oriented marketing communi- cation...
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Both advertising and sponsor- ship are key areas of market- ing communications activity, though the latter has acted as a somewhat "Cinderella" subject. In the heightened and increasing consumer- oriented marketing communi- cations world of the 1990s this paper asks whether these two marketing communica- tions methods exists in an uneasy alliance or strategic symbiosis. Given the press (both practitioner and acade- mic) coverage concerning integrated marketing commu- nications, it may seem self- evident that the latter alter- native is preferred, but a rationale behind this prefer- ment is advanced.
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