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Limited influence of loyalty program membership on relational outcomes
This paper investigates customer loyalty program membership effects from a multi-faceted relational outcome perspective. The findings display the surprisingly limited impact of loyalty program membership on the tested relational outcomes. The results provide cautionary evidence as to what marketers may be able to gain from loyalty programs as a relationship marketing tool for impacting firm advocacy behaviours.
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The implications of company-sponsored messages disguised as word-of-mouth
This paper proposes explanations for why some service firms are disguising commercially sponsored messages as genuine word-of-mouth (W-O-M) and discusses the potentially harmful consequences that they can encounter as a result of this strategy.
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Branding places: Applying brand personality concept to cities
Brand personality as a branding construct has received considerable interest in recent years. This has led to efforts to develop tools to measure the personality of brands. Although the majority of these studies have focused on the brand personality of conventional product brands, the new boundaries of marketing obviously necessitate the application of branding constructs to non-traditional products such as places. This study focuses on brand personalities of places, and examines the applicability of this concept for city brands..
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Knowing the child consumer:
Historical and conceptual insights on qualitative children's consumer research
This paper helps in understanding the long history of children as consumers, how they have been understood and approached by market and academic researchers interested in consumption and various ways conceptions of 'the child' can be used.
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Where's the beef? Social marketing in tough times
Peller buys a burger that turns out to have a massive, fluffy bun with a minuscule burger inside from a fictitious Wendy's competitor who uses the slogan Home of the Big Bun. She then picks up the phone on the restaurant's counter, calls the Fluffy Bun executive on his yacht, and yells 'Where's the beef?' After repeating the phrase several times and still getting no response, she stares into the phone and shouts to her friends beside her. Was anyone listening?
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Creativity in TV ads does not increase attention
Emotive creativity in TV advertising doesn't increase attention Ð it decreases it. Although the scope of this study is relatively modest, results concur with other studies, which have found that creativity correlates with a small fall in the level of attention viewers thought they were paying. These findings inevitably raise questions about the value of emotive creative content, and ask what, if anything, is contributed by the expensive resource that ad agencies apply to the creation of modern TV advertisements.
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