Marketing ZFP

Marketers have adopted some subtle forms of marketing communication targeted at children, including product placement, sponsorship, event marketing and internet advertising. This study investigates how well children understand product placement, in...

Presence on Facebook is becoming increasingly central in brand communication strategies. Whether and how this presence shapes consumer perceptions of and reactions to brands remains under-researched. This study aims at filling this gap through a...

Based on a semiotic analysis, this paper contibutes to a better understanding of how to use nostalgia in brand communication. The study is based on 3 series of interviews with the same sample. First, 20 subjects were asked to discuss the products...

Faced with major changes in life due to role transitions, consumers not only re-construct their identities, but also change consumption patterns and brand preferences. Especially in liminality, tensions between social compliance and individuality...

Experiential concepts, especially in terms of customer orientation, have become more and more important for cultural organisations to survive in the market. This paper reviews concepts of customer experience from different perspectives and brings...

Self-referencing is the cognitive process through which certain pieces of information encourage individuals to generate self-related thoughts that direct their attention to themselves. In advertisements, peripheral ad cues and instructions to...

The measurement of customer preferences is a typical aspect of market research. Results can be used to segment markets or define prices. The increasing competitive pressure in many markets has led to preference measurement enjoying much attention in...