By Naresh K. Malhotra (eds.)
This quantity contains the complete court cases from the 1985 Academy of selling technological know-how (AMS) Annual convention held in Miami seashore, Florida. It presents quite a few caliber examine within the fields of promoting idea and perform in components reminiscent of shopper behaviour, advertising administration, advertising and marketing schooling and foreign advertising, between others.
Founded in 1971, the Academy of selling technological know-how is a world association devoted to selling well timed explorations of phenomena relating to the technology of selling in conception, learn, and perform. between its providers to contributors and the group at huge, the Academy bargains meetings, congresses and symposia that allure delegates from worldwide. shows from those occasions are released during this court cases sequence, which bargains a complete archive of volumes reflecting the evolution of the sphere. Volumes bring state of the art examine and insights, complimenting the Academy’s flagship journals, the Journal of the Academy of promoting technology (JAMS) and AMS Review. Volumes are edited by way of best students and practitioners throughout a variety of topic parts in advertising and marketing science.
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Extra info for Proceedings of the 1985 Academy of Marketing Science (AMS) Annual Conference
Conduct a perceptual test identifying those symbolic store-image attributes that are associated with a given store. This can be done through a variety of research techniques such as focus groups, free-elicitalion methods, and/or personal in-depth interviews. ~es such as "classy," modern, old fash1on, "young," etc. 2. Using these symbolic store-image attributes as identified by the aforementioned research methods, 4 The Active Approach Now retailers should focus on the positive 4. In doing so they should self-congr uity group.
Later researchers pointed to the importance of intangible factors in the consumer's decision making process and do not find convenience to be the overwhelming factor determining the consumer's patronage choices (Doyle and Fenwick 1974-75). Research on retail image is generally considered to have begun with Martineau (1958), who first conceptualized many of the major components of retail image theory. • people are encouraged to respond to characteristics that do not necessarily comprise the image they have of the store being studied.
And the reason why they patronize Store A is because of utilitarian attributes such as convenient location. " Consequently, it is very likely that the 25% customers of Store A would switch to the new store, given that the new store would maintain the same attractive utilitarian attributes provided by Store A (that attracted these customers to Store A to begin with). The role of store symbolism in patronage behavior is beginning to be discovered. Retailers are beginning to realize that consumers react to symbolic (value-expressive) store-image attr·ibutes as well as functional (utilitarian) store-image attributes.
Proceedings of the 1985 Academy of Marketing Science (AMS) Annual Conference by Naresh K. Malhotra (eds.)