Marketing in Dynamic Environments: Contemporary Research Advances

Edited by Cleopatra Veloutsou & Nicolas Papadopoulos

ISBN: 978-960-6672-30-9, 405 pages, Hardback

First published in 2008 by ATINER

Price: Paperback: 50Ä (It includes Shipping and Handling) Hardcover: 80Ä (It includes Shipping and Handling)

Electronic copy: 30Ä

Order Form

Table of Contents

List of Contributors

 

1.

Introduction

Cleopatra Veloutsou and Nicolas Papadopoulos

1

Section 1: Marketing Communications

2.

Self-Regulation of Legal Advertising in Texas: Similarities and Implications for the European Union

Sandra Hile Hart

9

3.

Beer TV Advertising Effects and the Consumersí Purchasing Intention: The Case Study of Taiwan

Kuei-Chiu Lee

23

4.

Factors of Successful Advertising and Measuring of its Efficiency

Jarosław Zalejski

35

5.

Marketing Public Relations in Integrated Marketing Communications and a Case Study

Eda Yilmaz and Mert Uydaci

43

6.

Success Factors in Sports-Sponsorship Relationships at Olympic Level

Maria Arokallio and Pekka Tuominen

57

7.

Crisis Management and Communication: A Case Study About Bird Flue (HN51) Crisis in Turkey

Cisil Sohodol Bir and Idil Karademirlidag

73

Section 2: Product and Brand Management

8.

Consumer Self-concept and Brand Personality Correspondence: Case of Lithuanian Clothing Market

Vilte Auruskeviciene, Vida Skudiene and Laura Salciuviene

93

9.

Paradigms in Managing Service Brand Relationships

Pekka Tuominen

105

10.

An Evaluation of the Country-of-Origin Effects on the Nigerian Guinness Brand

Nnamdi O. Madichie

117

11.

The Effect of Design Factors on Unattended Package Information Noticeability and Salience

Paul Buckley

129

12.

From Brand Value to the Valuation of Brand Image

Israel D. Nebenzahl

141

13.

What Positive Evidence is there of Successful Brands among UK Universities?

Chris Chapleo

153


14.

Marketing in Higher Education Sector: A Comparative Examination of Branding Perception in State and Foundation Universities in Turkey

Ipek Altinbasak and Sena Dolu

165

Section 3: Trust, Promise and Satisfaction

15.

An Empirical Investigation into the Concept of Promise:

Exploring the Firmís and Customersí Perspectives

Sofia Daskou and Emmanuella Plakoyiannaki

183

16.

Enhancing Consumersí Trust in E-commerce Purchases

HB Klopper and I Wagener

195

17.

Buying behaviour in Consumer to Consumer (C2C) Online Auction Commerce

207

 

Paurav Shukla and Cheng-Ting Chen

 

18.

Consumer Satisfaction of Self-services in the SME: An Exploratory Study

William Menvielle and Loïck Menvielle

221

19.

The Influence of Preference Structure on Consumer Supermarket Satisfaction

Torben Hansen, Hans Stubbe Solgaard and Thyra Uth Thomsen

239

20.

Nothing Ventured, Nothing Gained: Customer Service and Customer Satisfaction in Retail and Service Environments

Moses B. Altsech

251

21.

What makes Industrial Customers Satisfied?

Niels Grunbaum

263

Section 4: Buying Behaviour

22.

Socialization Agentsí Significance in Childrenís Brand Attitudes and Preference Requests during Christmas Time: A Qualitative Study

Maria Pagla

279

23.

Children and Parents Reciprocal Food Learning: An Exploratory Study

Kafia Ayadi

289

24.

Decision making Process while choosing the Shopping Place by Teenager Girls: An Exploratory Study

Soraya Zouari and Kafia Ayadi

301

25.

Quality, Value, Satisfaction: Interactions and Model Development

Linda P. Shank and Thomas L. Powers

315

26.

Food Health Information seeking and Post-purchase Stress

Torben Hansen, Heidi Boye and Thyra Uth Thomsen

327


27.

The Growing Relationship between Terror Management Theory and Marketing

Jessica Cohen, Meryl Gardner and Marcia Flicker

341

Section 5: Making Decisions to Understand, Support and Approach Customers

28.

Pricing Strategies and Tactics of the Producer Companies Present in the Romanian Consumer Goods Market

Iacob Catoiu, Daniel Serbanica and Diana Maria Vranceanu

355

29.

Diversity in Demographic Characteristics; Age Diversity and its Effects on Sales Force Performance in IT Industry

Franz Josef Gellert

369

30.

Chance or Necessity for Applying Internal Marketing in Public Sector? Some Evidences from Local Spanish Administrations

Jose Luis Vazquez Burguete, Pablo Gutierrez Rodriguez and Maria Purificacion Garcia Miguelez

381

31.

Researching using Telephone Surveys: An Effective means of Increasing Response Rates with Senior Managers

Stephen Cahoon

393