Academy of Marketing Studies Journal

Letter From the Editor

Idols of the Tribe: Brand Veneration, Group Identity, and the Impact of School Uniform Policies

The imposition of school uniform policies across the country presents an interesting opportunity for marketing researchers to examine the behavior of consumers in response to real world changes in the social context of consumption. School uniform policies are especially interesting phenomena in that they often seek to change the consumption patterns of young consumers and in doing so, change their behaviors in a specified direction. This paper utilizes the context of a school uniform policy t...

Perceptions of Relationship Marketing Activities by Service Personnel in the Hvac Industry

This paper examines the attitudes of technicians and contractors of small HVAC firms in regard to how they view relationship marketing activities. A survey was utilized to gauge their perceptions regarding relational marketing activities deemed necessary to develop long-term relationships with residential customers. In this regard, a customer process model was used to delineate relational tasks required during pre-sale, sales, and post-sale interactions. Research findings showed that certain ...

Multiple Measures of Loyalty: Validity and Reliability Tests in Two Retail Settings

The author employs multiple indicators to measure retailer brand loyalty in consumers of fast-food burger outlets and health clubs. Validity tests and reliability tests are performed. The authors find that the six measures are coherent regarding construct validity, exhibiting high relationships to each other in two dimensions: preferences and usage. The findings are very similar in both retail settings, providing evidence for external validity. Additionally, regarding reliability, support is ...

Where Does Marketing Fit Into the Capital Budgeting Equation?

In order for a firm to grow, the firm must often implement various growth-oriented projects. After a number of new project ideas have been generated, the initial list of ideas is screened and those ideas that are inconsistent with the organization's strategy or are otherwise deemed inappropriate are eliminated from consideration. Ideas that survive the initial screening process are then examined for financial feasibility using any or all of the recognized capital budgeting techniques to selec...

Bridge Positioning: Is It a Step Ahead of All Other Positioning Techniques? A Conceptual Paper

Positioning has undergone lot of transformation with the passage of the time. Positioning has to be more precise so that time to build brand can be shortens and thus maximizing the resources. The new customers are attracted to the newer brands. Similarly, Xerox is a well known brand for photocopy but Xerox does not sell to that extent it should sell even though having a greater awareness of the brand among consumer. It is because the positioning statement which helped the marketer to develop ...

Exploring the Effects of Part-Time Instructors in the Principles of Marketing Course at a Comprehensive Iia University in the Mid-South

This paper explores the effects of part-time instructors in the Principles of Marketing course at a comprehensive IIA university in the Mid-South. We find part-time instructors assign grades 0.86 points higher than assigned by full-time instructors. Using a multiple linear regression, in which the response variable is students' grades, the explanatory variable instructor status-i.e., full-time or part-time-is statistically significant at less than a 0.01 level of confidence (p-value = 3.4E-22...

Are Sales Managers Predisposed to Self-Monitoring?

Frequently when people are in unfamiliar situations they look to others for cues to determine appropriate behavior, a process described as self-monitoring. The research reported here examined the self-monitoring construct with a national sample of sales managers and compares the results with previous research of salespeople. The results indicate that sales managers with a higher predisposition to self-monitoring (modify facet) were the higher performers. Significant differences by gender are ...

The Effects of Gender and Argument Strength On the Processing of Word-of-Mouth Communication

This study explores the effects of gender and message argument strength in a unique context: word-of-mouth (WOM) communication. We report the results of an experiment (n=130) in which communicator gender and argument strength are manipulated, and crossed with WOM recipient gender. Our results show that while women describe themselves as being more receptive to WOM in general than males, when specific WOM information is received and processed, both sexes rate that information as equally diagno...