The goal of this paper is to examine whether individual differences in affect intensity predict people's responses to food advertisements. In doing so, we aim to uncover individual differences and situational factors that are associated with higher food cravings and other consumptionrelated responses. Studies 1 and 2 identified three mediators (emotional memories, weak impulse control, and the ...

The potential for consumer interaction and the intensity of use social media is a promising opportunity companies to carry out marketing. In other words, that do not marketing will lose reach their consumers so recognize product. turn, it have an impact on decline in purchase intention these consumers. purpose this study was determine effect marketing, brand awareness, intention. sample 127 res...

the purpose of this article is to present the link among resource based theory, marketing strategy, and firms’ performance in order to propose integrative framework showing how the three constructs are linked. it is organized based on a review of academic literature on resource based theory and marketing strategy chronicled in major marketing journals up to december 2015. besides, the paper ref...

With the rise of video sharing giants like Youtube and Google Video, coupled with increased broadband connectivity and improved sharing functionality across social networking sites, the role of the viral video has been cemented in many IMC strategies. While most agree about the importance of better understanding viral marketing, there is less agreement about what makes content become viral. Whi...

Identifying Communication Intelligence for Drug Adoption in India 1 D. Goswami*, 2 N. Jain, 1 D. R. Agarwal 1 Institute of Technology Management University, Gurgaon, 2 India Management Development Institute, Gurgaon, India _______________________________________________________________________________________ Abstract: Most of the researches on drug adoption concentrate on suppliers’ environmen...

Information and communication are critical to developing customer relationships. Thus, new information and communication technologies (NICTs) became a key knowledge tool for the organisation within a relationship marketing strategy. Retail banking is a good example of a sector in which the virtualisation of relationships is increasing. However, there is no consensus as to whether banking relati...