共查询到11条相似文献,搜索用时 7 毫秒
1.
Thomas H. Stevenson Ph.D. Christie H. Paksoy Ph.D. 《Journal of the Academy of Marketing Science》1983,11(1-2):29-39
Students' negative attitudes toward careers in selling are well documented in the literature. This study shows how such attitudes can be improved by minor changes in course content of the introductory marketing course. Such changes are necessary if the full potential of the personal selling component is to be realized. 相似文献
2.
Nancy K. Fritz 《Journal of the Academy of Marketing Science》1979,7(1-2):1-13
The purpose of this research was to measure the relationship between advertising effectiveness and the levels of irritation
possessed by the advertisements. A set of television commercials was first assigned to an empirically-derived irritation continuum.
Subjects were exposed to the commercials and claim-recall measures were taken immediately after exposure and 48 hours later.
Results indicate that both highly irritating and relatively pleasant advertising messages generated higher claim recall than
did advertising which was neutral in this dimension.
Acknowledgements: The author would like to thank Professor Edwin C. Hackleman for his guidance and assistance in the preparation of this paper. 相似文献
3.
Using an experimental method, this study found that when a commercial was viewed immediately following a high-violence dramatic
programming segment, children’s ad copy recognition scores were significantly lower and attitudes toward the ad and the advertised
brand were significantly less favorable than when the commercial was viewed following a low-violence (but otherwise near-identical)
program segment. The influence of program violence level on some advertising response measures was more pronounced when the
commercial was positioned immediately following the dramatic programming segment than when immediately preceding it. The study
cautions advertisers to examine carefully whether, in reaching for high audience ratings and cost efficiency through violent
television programs, they may be sacrificing communication effectiveness of their brand advertising.
He has published numerous articles on advertising effectiveness, children and advertising, buyer behavior, and marketing strategy
in theJournal of Marketing Research, Journal of Marketing, Journal of Communication, Journal of Retailing, Journal of Consumer Affairs,
Journal of International Marketing, and others.
Her primary research interests are in children and advertising issues, buyer behavior, and marketing ethics. Her research
has appeared in theJournal of Services Marketing, Journal of Broadcasting and Electronic Media, Journal of Nonprofit and Public Sector Marketing, and proceedings of numerous national and regional marketing conferences. 相似文献
4.
In this study, sex role portrayals were manipulated in an advertisement created for the study. The roles used were professional
and housewife. One hundred one respondents chosen from several southwest towns were exposed to either the professional version
of the ad or the housewife version, and were asked to evaluate the ad on a semantic differential scale. One of the items in
the scale was an evaluation of the role of the individual in the ad, and was used in a manipulation check. The result of the
ad evaluations indicated significantly higher scores for the professional version of the ad than for the housewife version. 相似文献
5.
In this paper, we examine the long-run social mobility experience in England. We present evidence for surprisingly constant levels of social mobility over the period 1550–1749, despite huge structural changes. Examining regional differences, we show that the North of England exhibited higher rates of social mobility than the South. We link this to the hypothesis that historically high levels of social mobility can lead to a culture of non-acceptance of redistribution and welfare provision. Taking advantage of the fact that welfare provision was determined at the local level at the time, we are able to compare social mobility rates and welfare spending within a single country. Consistent with the hypothesis, we find evidence for historically higher levels of social mobility as well as lower welfare spending and less acceptance of redistribution in the North. 相似文献
6.
7.
Cynthia Webster 《Journal of the Academy of Marketing Science》1991,19(4):341-346
This study represents the beginning of an exploration of the internal constraints and barriers that stand in the way of successful
strategy implementation within service organizations. A determination will be made if one of the internal constraints is perhaps
the lack of consistency among employees regarding marketing practices, attitudes, values, norms, and ideals.
Specifically, service firm employees’ attitudes toward their actual and ideal marketing culture were measured. Attitudinal
differences were examined between ground-level, middle-, and top-management employees from a cross-section of service industries.
Significant differences were found for a variety of marketing culture components. Many of the differences remained even after
removing possible effects of number of employees in the firm and age of the firm. Managerial implications are given. 相似文献
8.
成秀萍 《无锡商业职业技术学院学报》2014,14(4):100-103
电视连续剧《父母爱情》演绎的是一对出身和生活习惯迥异的夫妻50年相濡以沫相伴到老的爱情故事,展示的是人与自然的和谐、人与人的和谐,对当今物欲横流、人情淡薄、世风日下的社会现象具有温馨的启发。 相似文献
9.
Peter Wright Mark Kroll Peng Chan Karin Hamel 《Journal of the Academy of Marketing Science》1991,19(3):245-254
Competing theories on internal orientation versus external orientation are examined. The relevant theories are amalgamated
and condensed into a number of competing propositions that are empirically tested. The findings suggest that the internally
oriented businesses as well as the externally oriented businesses underperform the efficient, marketing oriented businesses. 相似文献
10.
George H. Lucas Emin Babakus Thomas N. Ingram 《Journal of the Academy of Marketing Science》1990,18(3):199-208
The role of job performance in the turnover process has been a problematic issue for researchers and managers alike. The present
study provides a preliminary test of two key predictions derived from a conceptual model refining the role of job performance
as a direct impact on turnover, and a moderator of the job satisfaction-turnover relationship. The results support differing
roles for intrinsic and extrinsic satisfaction components in their relationship with turnover for retail store managers performing
at low, average and high levels. 相似文献
11.
Prior research provides evidence that manufacturer investment of specific assets dedicated to a particular supplier (manufacturer
asset specificity) is an antecedent of joint action in manufacturer-supplier relationships. The authors build on prior research
to identify several variables that moderate the effect of manufacturer asset specificity o on joint action. Drawing from transaction
cost analysis and relational exchange theory, the authors propose a conceptual model that explicates the moderating role of
three contextual variables: specific asset investments by the supplier (reciprocal asset investments), manufacturer decision-making
uncertainty, and manufacturer trust in the supplier. Consistent with their hypotheses, results from a survey of firms in three
SIC codes show that decision-making uncertainty and trust enhance the effect of manufacturer asset specificity on joint action.
Contrary to expectation, however, the moderating effect of reciprocal asset investments was not significant. Theoretical and
managerial implications of the results are discussed.
Ashwin W. Joshi is an associate professor of marketing at the University of Calgary. He received his Ph.D. from Queen’s University (Canada).
His research has been published inJournal of Business Research, Psychology and Marketing, Journal of Marketing Channels, Journal of Business-to-Business Marketing, as well as in many conference proceedings.
Rodney L. Stump is an associate professor of marketing at Morgan State University. He received his Ph.D. from Case Western Reserve University.
His research has appeared inJournal of Marketing Research, Journal of Business Research, Journal of Business-to-Business Marketing, Industrial Marketing
Management, The International Executive, and other journals. He has also presented his research at numerous national and international conferences. 相似文献