Titlebook: Cultural Perspectives in a Global Marketplace; Proceedings of the 2 Dheeraj Sharma Conference proceedings 2016 Academy of Marketing Science

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Customary

How Bonding are Latin America’s Cultural and Economic Bonds? The Case of International Advertising Sbal level, hence making the study of regional strategies both topical and imperative. This paper contributes to the limited research on regional advertising standardization by studying the influence of culture and economic integration on advertising standardization at the regional vs. the broader in

Meander

Articulating the Meanings Attached to Collective Experiences of Ethical Consumption: A View from Spatute an exception. Researchers tend to employ the individual ethical consumer as unit of observation of their studies, ignoring that consumer decisions can often be projects carried out by groups, instead of single individuals.

gorgeous

Assault

Dysplasia

The Effect of Perceived Corporate Competencies on Onsumer Based Brand Equity: A Comparison between Dhe brand’s product categories and its impact on consumer based brand equity. Results indicate that some competencies have a transnational effect in several product categories, whereas several corporate competencies are identified to influence perception of product categories depending on the market.

Dysplasia

Measuring Brand Stress and Identifying Consumers’ Coping Strategies: An Exploratory Study in GermanyGuinn 2001). Although brand consumption involves many positive effects, negative influences should not be denied. However, only few scholars (e.g., Aaker, Fournier, and Brasel 2004) have engaged in research on such “dark” sides of brands.

groggy

References in Industrial Marketing: A Qualitative Analysis of the Utilization of References in Mecha of the German economy. Goods like manufacturing machines or power plants that are manufactured by mechanical engineering firms are complex, mostly individually planned and assembled for individual customers. Given that those machines in most cases are not standardized, their quality can not be eval

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The Determinants of Consumer Multi-Media Kiosk (Mmk) Adoption Behavior in Taiwan: The Dyadic Perspecit to increase productivity and efficiency, and better meeting customer demand. This study, therefore, develops a Multi-Media Kiosk (MMK) adoption model to explain technology adoption behavior at retailer stores from the customer’s and employee’s perspectives. To support the conceptualization, the a

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