Academy of Marketing Studies Journal

Letter From the Editor

Does a Market Orientation Strategy Exist Toward Business School Students? A View From Three Levels of Academic Administrators

A market orientation strategy is a strategy based upon the acceptance and adoption of the marketing concept. The market-oriented organization continually monitors customer information, competitor information, and marketplace information to design and provide superior value to its customers. Theory and empirical research suggest that higher levels of market orientation result in a greater ability of the organization to reach its objectives. This paper extends the current research on the use of...

The Determinants of Movie Rental Revenue Earnings

This paper examines the determinants of movie rental revenue in the United States. The sample consists of 214 films released during 2006. Regression results indicate the primary determinants of video movie revenue are domestic box office, time to video, academy award nominations, sequels, children's movies, and domestic release exposure. Specific results include the observation that domestic box office revenue serves as a complement to movie rental revenue and time to video is inversely relat...

Information Search and Purchase Channel Choice Across in-Home Shopping Retail Formats

In the current multi-channel circumstances, in-home shopping channels (TV, catalogs, and the Internet) have been receiving more attention from academicians and practitioners. This study examines the relationship between information-search and purchase-channel choice behavior across in-home shopping channels. Specifically, we investigate whether an information-search channel is also selected as a purchase channel (channel lock-in) and whether purchase-channel choice is influenced by other info...

Preventing Consumer Grudges Across the Age Spectrum: Time Is of the Essence

When a service or product failure occurs, the frustrated consumer may choose to cope by holding a grudge: a negative attitude toward a firm, a planned and persistent avoidance of an offending business. Grudgeholding can include other actions such as complaining and negative word-of-mouth behavior. This study reviews existing literature related to consumer grudgeholding and through use of an extensive empirical study, examines the extent and expression of consumer grudgeholding across individu...

Ethics in Advertising: Differences in Industry Values and Student Perceptions

In business, unethical activities not only create a negative view of the corporation but also affect corporate profitability, co-worker relationships, and employee job performance and satisfaction. As future executives and employees, the ethical views held by college students will impact advertising corporate culture. In this study, ethical perceptions and the perceived likelihood to engage in 20 unethical activities were examined from both the advertising professional and student perspective...

Heritage Pride and Advertising Effectiveness: The Mexican Case

Heritage Pride is the sense of worth and dignity that people feel for what was inherited as members of a community. Heritage Pride has two sub domains: National Heritage Pride (NHP) and Cultural Heritage Pride (CHP). But how does Heritage Pride evolve when people move to another country? This paper has three purposes. First, to define the concept of Heritage Pride and to create a valid and reliable measurement instrument. Second, to identify if there are differences between Mexican nationals ...

A Path Analysis Study of the Relationships Among Consumer Satisfaction, Loyalty, and Market Share in Retail Services

This study investigates, using path analyses methodology, the relationships among customer satisfaction, customer loyalty, and market share in a sample of users of four retailer-types: health clubs, convenience stores, medical clinics, and fast-food burger outlets. The authors show that customer satisfaction exhibits a significant and negative relationship to buyer loyalty. Also buyer loyalty is shown to exhibit a significant and positive relationship with market share. However, satisfaction ...

Rural and Ethnic Young Consumers' Perceptions of Bundled Cellular Telephone Features

Useable questionnaires were completed and returned by 351 (174 rural and 177 HBCU) consumers at two Midwestern universities. ANOVA tests revealed young consumers' perceptions of the importance of cellular telephone features were significantly different between rural and HBCU (Historic Black Colleges and Universities) young consumers, males and females, and among age groups (p< .01; p< .001). Furthermore, regression analysis revealed among ten features young consumers reported available ...