Consumers increasingly desire to make purchasing decisions based on factors such as health, the environment, and social justice. In response, there has been a commensurate rise in cause-related marketing to appeal to socially-conscious consumers. However, a lack of regulation and standardization makes it difficult for consumers to assess marketing claims; this is further complicated by social m...

Marketing decision makers are increasingly aware of the importance of shareholder value maximization, which calls for an evaluation of the long-run effects of their actions on product-market response as well as investor response. However, the marketing literature to date has focused on the sales or profit response of marketing actions such as advertising spending and new-product development, an...

Psychology, along with a wide range of other academic disciplines, has influenced research in both consumer behaviour and marketing. However, the influence of one area of psychology—namely, behaviourism—on research on consumers and marketing has been less prominent. Behaviourism has influenced consumer and marketing research through the application of classical and operant conditioning, matchin...

The image of a region or a city is an emerging topic in most debates about economic development strategies at the local and regional level. Image is mostly considered an element of area marketing –a very fashionable item in contemporary policy approachesand instrumental to define communication strategies. Like with products and services, however, image is never (only) the outcome of ad hoc acti...

In this paper we investigate how to make empirical generalizations in marketing. We argue that for substantive empirical generalizations to exist in an area, there should be a sufficient body of relevant research about recurring phenomena. We outline criteria and a procedure to search for and identi@ such generalizations, and we apply the procedure to the area of business marketing negotiations...

The marketing profession is being challenged to assess and communicate the value created by its actions on shareholder value. These demands create a need to translate marketing resource allocations and their performance consequences into financial and firm value effects. The objective of this paper is to integrate the existing knowledge on the impact of marketing on firm value. The authors firs...