Charles W. Lamb

The measurement and dimensionality of brand associations

The purpose of the research reported here was to test empirically a conceptualization of brand associations that consists of three dimensions: brand image, brand attitude and perceived quality. A better understanding of brand associations is needed to facilitate further theoretical development and practical measurement of the construct. Three studies were conducted to: test a protocol for developing product category specific measures of brand image; investigate the dimensionality of the brand associations construct; and explore whether the degree of dimensionality of brand associations varies depending upon a brand’s familiarity. Findings confirm the efficacy of the brand image protocol and indicate that brand associations differ across brands and product categories. The latter finding supports the conclusion that brand associations for different products should be measured using different items. As predicted, dimensionality of brand associations was found to be influenced by brand familiarity.

Marketing government and social services

What is Marketing? Relevance of Marketing to Government and Social Service Agencies Developing a Marketing Plan Evaluating Marketing Efforts Identifying Potential Target Markets Selecting Target Markets and Identifying Sources of Unresponsiveness Allocation Decisions: Equity Issue Strategic Distribution of Services Program Management New Program Development Diffusion of New Services Program Retrenchment Objectives of Pricing Establishing a Price Promotion: An Overview Advertising and Public Service Announcements Personal Selling Publicity and Incentives.

Integrating Skills and Content Knowledge in the Marketing Curriculum

Business schools are frequently criticized for focusing too much attention on theories and concepts and not enough attention on communication, decision making, and other skills that are at least as important to career success as content knowledge. This article presents a six-step approach that has been used successfully to integrate skills training into an undergraduate marketing curriculum. The process is general and appropriate for other faculty groups considering systematic integration of skills training into their curricula.

Perceived Risk: A Synthesis

Discusses a conceptual framework of perceived risk consolidating and interrelating the numerous theories and research results. Adumbrates the measurement of perceived risk, consumer risk handling, risk reduction methods and consumer preference for risk reduction methods. Posits that although the area of consumer behaviour as a risk‐taking function has been extensively researched since 1960, there are many aspects needing further investigations. States that research into levels of risk between different product classes is necessary. Sums up that the concept of perceived risk may have been extensively investigated, considerable opportunity exists for further refinement and meaningful study.

Effect of Worldmindedness among Professional Buyers upon Their Willingness to Buy Foreign Products

The Worldmindedness scale (W-scale) developed by Sampson and Smith was administered to 376 professional buyers by mail questionnaire to determine the incidence of worldmindedness among them and its effect upon their willingness to buy foreign products. Willingness to buy was measured by a rating scale. Indications are that worldmindedness is normally distributed among those business executives and that variations in this value or attribute are related to their willingness to buy foreign products.

The Informativeness of Comparative Advertisements: An Empirical Investigation

Abstract In 1972 the FTC staff indicated that media policies which restrict the use of comparative advertisements not only may prevent buyers from obtaining information that is useful in making informed purchase decisions among competing brands but also may cause buyers to be misled. This laboratory experiment focused upon the issues of whether or not comparative print advertisements are more informative than noncomparative ones and whether variations in intensity and directionality affect the informativeness of comparative advertisements.

Laptop computers in industrial sales

Abstract This article examines the concept of the laptop/portable computer in the industrial sales world. This study questioned sales managers from 201 different sales organizations classified in SICs 20–39. Sales managers were asked to describe current usage of laptop/portable computers by their salespeople and the importance of the computers in performing daily sales activities. The sales managers were also asked to describe the impact of the laptop on factors such as profits, administrative tasks, sales calls, expenses, productivity, and others. Lastly, this study examined the satisfaction levels of laptop/portable usage by sales management, sales personnel, and customers.

Student Journal Writing in an International Setting

This article examines the use of journal or diary writing assignments to enhance a foreign study tour program. Two versions of the journal writing assignment are described, and benefits of this teaching and learning approach are discussed.

EFFECT ON MAIL SURVEY RETURN RATES OF INCLUDING QUESTIONNAIRES WITH FOLLOW-UP LETTERS

To study response rate a total of 2,002 questionnaires were mailed to respondents who were allocated to one of seven treatments. One treatment was a control group who received only an initial mailing (questionnaire and cover letter). The remaining six treatments were defined by two crossed factors, the number of follow-up waves of mailings (one, two, or three) and whether the follow-up mailings included only a reminder letter or a letter and another copy of a questionnaire. The results suggest more than one follow-up with a questionnaire is needed. A letter only was an ineffective method.

The Importance of the Equity Concept in the Allocation of Public Services

The public service delivery process is largely shaped by two related sets of decisions. Allocation decisions determine who gets what; distribution decisions dictate when, where, and how services will be delivered. These decisions are substantially influenced by the concept or standard of equity employed by decision-makers. This article explores alternative concepts of equity and their implications regarding the allocation and marketing of public services.