The mind versus market share guide to brand equity
(2005)
Journal Article
Outputs (3)
Ritzer's McDonaldization and applied qualitative marketing research (2005)
Journal Article
Purpose – The purpose is to examine the insights gained from applying Ritzer's thesis of McDonaldization to international qualitative marketing research, in particular the four pillars of McDonaldization: efficiency, calculability, predictability, an... Read More about Ritzer's McDonaldization and applied qualitative marketing research.
The influence of children on purchases: The development of measures for gender role orientation and shopping savvy (2005)
Journal Article
The changing composition of the family, changes in gender role orientation and individual differences in marketing or shopping 'savvy' seem likely to affect the degree of influence of different family members in various stages of a purchase. This pap... Read More about The influence of children on purchases: The development of measures for gender role orientation and shopping savvy.