Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 2 of 2
Full-Text Articles in Business
The Potential Implications Of Web-Based Marketing Communications For Consumers' Implicit And Explicit Brand Attitudes: A Call For Research, Sreedhar R. Madhavaram, Radha Appan
The Potential Implications Of Web-Based Marketing Communications For Consumers' Implicit And Explicit Brand Attitudes: A Call For Research, Sreedhar R. Madhavaram, Radha Appan
Marketing
Two developments in the last two decades frame the importance of Web-based marketing communications for firms. First is the phenomenal growth of the Internet as a viable commerce and communication option and second is the clear shift in attitude research toward recognizing the pervasive role of automatic processes in almost all the social psychological processes. Therefore, this article discusses the potential implications of Web-based marketing communications for consumers' implicit and explicit attitudes. In doing so, first, this article reviews the emergence of research on implicit attitudes, distinguishes implicit attitudes from explicit attitudes, and discusses research on explicit and implicit attitudes …
Market Research In Guided Market Place, Andrew C. Gross, László Szabó
Market Research In Guided Market Place, Andrew C. Gross, László Szabó
Marketing
Reports on the rapid organizational growth of market research in Hungary. Improvement in the production orientation of managers and the existence of sellers' markets; Coordination of state and enterprise planning; Development of autonomous market research institutes oriented toward domestic markets.