We propose a new form of marketing called, person-to-person(p2p) marketing. This is characterized by three elements-consumer collectives (both private social networks and public communities) conducting tasks usually performed by firms, diminished firm control on the marketing process and customer empowerment due to the end of isolation. We see the impact of consumer collectives in virtually all...

Despite the significant academic and corporate interest in sports sponsorships, and despite the significant financial stakes these present (sports sponsorship is almost a $15 billion business in North America alone), the literature is equivocal both on the impact as well as on the determinants of the effectiveness of these activities. While some papers report sports sponsorships enhance shareho...

Research suggests that exposure to tobacco marketing increases smoking by adolescents (Wellman et al., 2006; DiFranza et al., 2006; Paynter & Edwards, 2009; Lovato et al., 2003) and exposing young people to food marketing increases their food intake and the likelihood of obesity (Hastings et al., 2003; Harris et al., 2009; Nestle, 2006). It has been debated whether there is also a causal relati...

Purpose – Color is ubiquitous and is a source of information. People make up their minds within 90 seconds of their initial interactions with either people or products. About 62-90 percent of the assessment is based on colors alone. So, prudent use of colors can contribute not only to differentiating products from competitors, but also to influencing moods and feelings – positively or negativel...

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...

This paper examines the impact of participation in direct marketing on the entire distribution of farm sales using the unconditional quantile regression (UQR) estimator. Our analysis yields unbiased estimates of the unconditional impact of direct marketing on farm sales and reveals the heterogeneous effects that occur across the distribution of farm sales. The impacts of direct marketing effort...

This paper presents data from wave one of a longitudinal cohort study examining the impact of alcohol marketing on drinking of 920 secondary school pupils in Scotland. Critical social marketing studies such as this can help to inform the evidence base, and policy and regulation. Variables were constructed for 13 different types of alcohol marketing, along with various measures of drinking behav...

the current study aims to investigate the factors affecting  development of the services brand identity in insurance industrial. therefore, considering the importance of brand identity, and in order to succeed in today's competitive market, in this paper, the relevant literature in the field of brand identity development is reviewed to investigate the effect of its dimension on development...