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: 50€ (It includes Shipping and Handling) Hardcover: 80€ (It includes Shipping and Handling)

Electronic copy: 30€

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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 Consumers’ 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 Firm’s and Customers’ Perspectives Sofia Daskou and Emmanuella Plakoyiannaki	183
16.	Enhancing Consumers’ 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 Agents’ Significance in Children’s 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