Marketing Literature Review

11908 WordsMar 25, 201148 Pages
Marketing Literature Review This section is based on a selection of article abstracts from a comprehensive business literature database. Marketing-related abstracts from over 125 journals (both academic and trade) are reviewed by JM staff. Descriptors for each entry are assigned by JM staff. Each issue of this section represents three months of entries into the database. JM thanks UMI for use of the ABI/INFORM business database. Each entry has an identifying number. Cross-references appear immediately under each subject heading. The following article abstracts are available online from the ABI/INFORM database, which is published and copyrighted by UMI. For additional information about access to the database or about obtaining photocopies…show more content…
64 (April 2000), 109–121 Marketing Literature Review / 109 dictors for potential online-service adoption; Implications for advertisers.] 7 Using Self-Concept to Assess Advertising Effectiveness. Abhilasha Mehta, Journal of Advertising Research, 39 (January/February 1999), pp. 81–89. [Literature review, Data collection (Gallup and Robinson), Advertising performance by age and psychological segments (adventurous, sensual/elegant, sensitive), Recall, Purchase intent, Brand rating, Commercial liking, Diagnostics, Concept Convergence Analysis.] 8 Consumers’ Extent of Evaluation in Brand Choice. B.P.S. Murthi and Kannan Srinivasan, Journal of Business, 72 (April 1999), pp. 229–56. [Literature review, Model proposal and estimation, Scanner data, Impacts, Price, Display feature, Purchase occasions, Weekday, Store loyalty, Household income, Education, Frequency of purchases, Time availability, Deal-proneness, Statistical analysis, Managerial implications.] 9 Consumer Behavioral Loyalty: A Segmentation Model and Analysis. Chi Kin (Bennett) Yim and P.K. Kannan, Journal of Business Research, 44 (February 1999), pp. 75–92. [Literature review, Scanner panel data, Loyalty-building strategies depend on the composition of a brand’s hard-core loyal and reinforcing loyal base and on factors (marketing mix or product attributes) that motivate reinforcers to repeat purchase the brands.] 10 The Effect of Time Pressure on Consumer Choice Deferral. Ravi Dhar and
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