Cultural Effects of Social Exclusion on Conspicuous Consumption and Charitable Helping
Consumer responses to social exclusion depend on which needs are threatened, but there are cultural differences in exclusion effects on needs-threats. For Koreans (Americans), being rejected
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06/03/2014
• #Culture and Lifestyle
All for One and One for all: How Quickly-Formed Consumer Groups Can Encourage Prosocial Behaviour
This paper explores alternative means by which brands can encourage consumers to engage in socially and environmentally positive behavior. Rather than altruism appeals, we suggest that brand owners
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06/03/2014
• #Collaboration and Partnership
One Product’s Blessing Is Another Product’s Curse - Spillover Effects Between Certified and non-Certified Products of the Same Brand
On consumer goods markets we see an increasing use of quality labels. Often not the whole product range is certified but only single products of one brand. Following Consistency Theory we expect this
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06/03/2014
• #Product Labeling
Did you just Betray Me, My Friend? The Dark Side of Selling Extended Warranty
In four studies, this paper shows that the solicitation of ESC may cause harm to a firm. In study 1, we find that the solicitation of ESC decreases brand trust and reliability. This effect is found
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06/03/2014
• #Consumer Protection
Present your Brand’s Authentic Side. Consumers will Dig Deeper into their Pockets.
Brand authenticity has been repeatedly designated as one of the major marketing trends in the 21st century. While brands extensively use authentic brand cues to create unique and trustworthy images,
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06/03/2014
• #Marketing
Consumers Reaction to Gender Cues in Advertising
In this research, we investigate the effect of implicit gender cues on brand warmth and competence perception. Further, we examine how consumers react to implicit gender cues when exposed to
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06/03/2014
• #Marketing Messaging
Stakeholder Theory as a Mean to Understand Customer Orientation if there is more than One Customer Population
Although the concept of customer orientation has been widely discussed among marketing academics, existing studies do not account for settings where there is more than one customer population. we
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06/03/2014
• #Business Practices
Is Entrepreneurial Marketing a New Paradigm? Understanding Better the Entrepreneurial Versus Managerial Marketing Decision Making Processes
This paper intends to contribute to the development of the entrepreneurial marketing theory. It proposes shifting the focus from the marketing activities themselves to what shapes them, that is, the
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06/03/2014
• #Planning and Strategy Management