New Perspective of Contemporary Marketing

Edited by Edgar Centeno and Cleopatra Veloutsou

ISBN: 978-960-9549-69-1, 348 pages

First published in 2011 by ATINER

Price: Paperback: 50€ (It includes Shipping and Handling)

Electronic copy: 30€

Table of Contents

1.	New Perspective of Contemporary Marketing: An Introduction	1
	Edgar Centeno and Cleopatra Veloutsou
Part I: Marketing to Young Consumers
2.	Emotional Bonding, Autobiographical Memory, Influence Power, and Intention to Consume: A Framework for Understanding Children Market Jony Oktavian Haryanto	7
3.	Exploring Attitudes and Creating Relationships: A Case of UK’s Students Financial Behaviour Farooq Chudryand John Pallister	25
4.	How Young French Consumers Define and Perceive the Luxury Experience: An Exploratory Study Mouna Bounaouas and Candy Kolenc	39
Part II: Products and Brands
5.	Exploring how Colour Influences Brand Development in SMEs Edgar Centeno	55
6.	Corporate Rebranding as a Process in a Private Health Care Service Business Mari Juntunen, Saila Saraniemi and Riitta Jussila	61
7.	Luxury Business in China Lingfang Fayol-Song and Sandy Da Cruz	73
8.	A European Study of Brand Equity Cleopatra Veloutsou and George Christodoulides	87
Part III: Marketing of Services
9.	An Empirical Investigation of the Factors Affecting a Mobile Phone Service Provider Choice Muhammad Al-Shurideh and Barween Alkurdi	101
10.	The Mediating Effect of Unlearning in the Relationship Between Internal Marketing, Innovation and Performance in Knowledge Intensive Business Services José Ángel López Sánchez, Celina González Mieres and Mª Leticia Santos Vijande	121
11.	Retail Change in India: An Exploration of Drivers of Emergence and Growth of Organized Retail Sector in India between 1991 and 2007 Neha Purushottam	133
12.	How Market Environment may Constrain Global Franchising in Emerging Markets Verónica Baena	147

13.	Services Marketing: An Integrated Performance Evaluation Approach António Pimenta da Gama	161
Part IV: Marketing on the Internet
14.	Exploring the Nature of the Relationship between Online and Traditional Media Stephen O’Mahony and Rose Leahy	181
15.	The Birds are Tweeting – and so am I: An Essay on the Use and Potential of Twitter and Micro-blogging Andreas M. Kaplan and Michael Haenlein	193
16.	Privacy Concerns and Trust as Determinants of Intention to Transact in Electronic Commerce Chechen Liao and Chuang-Chun Liu	203
17.	Personality, Privacy and Trust Issues in Virtual Society Yesim Ulusu, E.Serra Yurtkoru and Beril Durmus	215
18.	Patient-oriented Interactive E-health Tools on U.S. Hospital Web Sites Edgar Huang and Chiu-chi Angela Chang	227
19.	Consumer Trust – Challenge for E-healthcare Justyna Matysiewicz and Slawomir Smyczek	239
20.	Understanding the Motivation and Willingness of Health Information Search Pui-Lai To, I-Cheng Chang, Chechen Liao, Yu-Ping Liu and Ko-Cheng Chen	251
21.	Adoption of Online Grocery Shopping in South Africa Khalid Maal and Geoffrey Bick	263
Part V: Marketing Communication and Marketing Theory
22.	Portrayal of Mother in Turkish Print Advertising Serap Çabuk, Deniz Zeren and Hatice Doğan-Südaş	279
23.	Exploratory Research on Advertising Agency Selection in Australia Ralitza Bell	293
24.	Marketing Plans for the Global Marketplace: An Experiential Exercise for Students; A Pragmatic Resource for Businesses Sandra Hile Hart and Rod Erakovich	305
25.	Combining the Major Approaches for Marketing Uolevi Lehtinen	317