Zobrazeno 1 - 10 of 14 pro vyhledávání: '"Gillian Oakenfull"'
1
Crossing wires: short-circuiting marketing theory
Autor: Jack Coffin, Christian A Eichert, Shona Bettany, Andrew Lindridge, Gillian Oakenfull, Jacob Ostberg, Lisa Peñaloza, Diego Rinallo, David Rowe, Jannsen Santana, Luca M. Visconti, Luciana Walther
Publikováno v: Marketing Theory. 22:275-292
In the popular imagination sex sells. Yet, marketing theory has relatively little to say about sexuality per se. Drawing on Žižek’s metaphor of critical theory as ‘short-circuiting’ the dominant discourse, we conceptualise marketing as a fiel
Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_________::da91d877813fe3e07022fcd83537b8ed
https://doi.org/10.1177/14705931221074722
Zobrazit plný text záznamu
2
Standing Out from the Crowd
Autor: Michael S. McCarthy, Gillian Oakenfull
Publikováno v: Journal of Advertising Research. 54:163-177
This study explores Caucus, a research methodology specifically designed to elicit the key brand associations that drive product differentiation and brand positioning in product categories characterized by many competitor brands--each having a relati
Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_________::6fcc7ecd90ccf0cef6905c443d142a27
https://doi.org/10.2501/jar-54-2-163-177
Zobrazit plný text záznamu
4
Examining the relationship between brand usage and brand knowledge structures
Autor: Michael S. McCarthy, Gillian Oakenfull
Publikováno v: Journal of Brand Management. 17:279-288
Although the notion that brand knowledge is organised into networks of brand associations is well accepted in the branding literature, the question of how brand knowledge structures may differ based on brand usage has not been considered empirically.
Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_________::086935ceb05dcfa195b178edef2b783a
https://doi.org/10.1057/bm.2009.20
Zobrazit plný text záznamu
5
Targeting a Minority without Alienating the Majority: Advertising to Gays and Lesbians in Mainstream Media
Autor: Michael S. McCarthy, Timothy B. Greenlee, Gillian Oakenfull
Publikováno v: Journal of Advertising Research. 48:191-198
Although marketers generally consider homosexuals to be a desirable market segment, they are not targeted using mainstream media because it is expected that heterosexuals will react negatively to homosexual advertising messages. However, this study f
Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_________::46e98a90ad7d9ec976c46850b0eab711
https://doi.org/10.2501/s0021849908080239
Zobrazit plný text záznamu
6
Making the Rainbow Connection: Factors Influencing Gay Consumers’ Evaluations of Gay-Friendly Corporate Activities
Autor: Gillian Oakenfull
Publikováno v: Developments in Marketing Science: Proceedings of the Academy of Marketing Science ISBN: 9783319109114
Industry sources have suggested that gay male and lesbian consumers are extremely loyal to companies that incorporate them in their internal corporate policies and develop gay-oriented marketing practices. However, academic research provides little g
Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_________::4e2a798a29d60a6f8c1fa2eaf6938f34
https://doi.org/10.1007/978-3-319-10912-1_142
Zobrazit plný text záznamu
7
Creating and Delivering Curriculum-Based Experiential Learning Courses - 120 Students at a Time
Autor: Gillian Oakenfull
Publikováno v: Developments in Marketing Science: Proceedings of the Academy of Marketing Science ISBN: 9783319109114
Eight year’s ago, the Department of Marketing at Miami University decided to offer all senior marketing students an experiential learning senior capstone to gradually replace our current case-oriented capstone.
Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_________::53f3b2feb1346e4e88e90c061073ac62
https://doi.org/10.1007/978-3-319-10912-1_256
Zobrazit plný text záznamu
8
Queer eye for a gay guy: Using market-specific symbols in advertising to attract gay consumers without alienating the mainstream
Autor: Gillian Oakenfull, Timothy B. Greenlee
Publikováno v: Psychology and Marketing. 22:421-439
Although advertisers have flooded gay and lesbian print media in recent years, it is estimated that more than half of the gay and lesbian population does not read gay media. Hence, this study addresses the question: How may marketers target gays and
Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_________::17a9c7262f01edbe4ac2ad4169fd6102
https://doi.org/10.1002/mar.20066
Zobrazit plný text záznamu
9
The three rules of crossing over from gay media to mainstream media advertising: lesbians, lesbians, lesbians
Autor: Timothy B. Greenlee, Gillian Oakenfull
Publikováno v: Journal of Business Research. 57:1276-1285
Faced with low readership of gay media among gay and lesbian consumers, advertisers are faced with the task of targeting the vast majority of the “Dream Market” in mainstream media while counterbalancing the risk of backlash from heterosexual con
Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_________::71085ad7d044d0525500f6784977bf79
https://doi.org/10.1016/s0148-2963(02)00451-4
Zobrazit plný text záznamu
10
Buying for Love of Country: Assessing the Ethics of Patriotic Appeals in Advertising
Autor: James M. Stearns, Gillian Oakenfull, Shaheen Borna
Publikováno v: Business and Society Review. 108:509-521
© 2003 Center for Business Ethics at Bentley College. Published by Blackwell Publishing, 350 Main Street, Malden, MA 02148, USA, and 9600 Garsington Road, Oxford OX4 2DQ, UK. Blackwell Publishing Ltd Oxford, UK ASR usiness and Society Review © 2003
Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_________::be88194103f7d2ee16f336599177dcd1
https://doi.org/10.1046/j.0045-3609.2003.00176.x
Zobrazit plný text záznamu

Vyhledávací nástroje:

Upřesnit hledání

Omezení vyhledávání
Plný text Recenzováno Digitální knihovna AV ČR
Zdroje