This paper examines the role of affect in marketing positioning strategy and individual positioning judgements. We examine affect in both the marketing and positioning literatures and argue that vestiges of the dual mind perspective are alive and well in positioning. Viewing ‘thinking’ and ‘feeling’ as entirely separate (as in utilitarian vs. hedonic product distinctions) runs counter to advanc...

This data article offers a detailed description of analyses pertaining to the development of the Consumer Motivation Scale (CMS), from item generation and the extraction of factors, to confirmation of the factor structure and validation of the emergent dimensions. The established goal structure - consisting of the sub-goals Value for Money, Quality, Safety, Stimulation, Comfort, Ethics, and Soc...

introduction: studies about channels and marketing chains of agricultural products since 1990s are growing as one of the scientific and academic field. economists, sociologists and experts of management course had participated in description and study of these cycles of agricultural production marketing. inter organization relations is new phase of marketing that emphasis on assistance and part...

Women-owned SMEs have an enormous contribution to the economic development of Sri Lanka, which experienced 30 years conflict, created numerous micro and small enterprises as livelihoods women-headed families. Since entrepreneurial marketing (EM) approaches are new practices followed by worldwide, this study intended explore how these women-owned in Lanka practice dimensions for their benefits. ...

value creation as an essential concept of value-based marketing has not been studied in iran commercial banks with no native measuring scale. this study aimed at develops a native scale for measuring value creation and the measures index’s amount in iran commercial banks. accordingly as a result of theoretical and exploratory studies a comprehensive scale was developed which shows dimensions of...

In the run up to fifth Political Marketing Forum in St. Petersburg (Russia) July 2016, one of major personalities planning and organization was Svetlana Vinogradova, known many...