The purpose of this study was to test a structural model to determine which psychosocial constructs affected the purchase intention of athletic team merchandise (ATM). Results from the analyses indicated that the twelve-factor ATM model fit the data from collegiate athletic events well, explaining the various impact factors that lead to purchase…

Nakheel, a Dubai World Company has created the world's largest themed mall based on the narrative of Ibn Battuta, a 14th century Muslim explorer whose world travels are well documented. The Ibn Battuta Mall is located in the city of Dubai in the United Arab Emirates and utilizes a communication strategy called edutainment: a neologistic…

This paper analyzes some of the problems of using diffusion models to formulate marketing strategies for new products. Though future work in this area appears justified, many unresolved problems limit its application. There is no theory for adoption and diffusion processes; such a theory is outlined in this paper. The present models are too…

The advertising copy for a product was manipulated along two structural dimensions (inside/outside product attributes, and before/after consequences of using product) to refine the concept of exposure in advertising research and to test a method of observing cognitive behavior while people are attending (exposed) to the media. The 78 participants…