This article expands and reinterprets prior work on fear appeals, contending that major inconsistencies in fear appeal research may arise from the assumptions of versatility, fear centrism and
Marketing needs innovative approaches to show its influence at an early stage of product development. we propose an approach, building on simulation modeling, for exploring marketing effects for
This paper looks at the marketing strategies used by the pharmaceutical companies in Lebanon, a loosely regulated highly competitive market. It provides a comparative analysis between Multinational
Foreign firms operating in emerging markets are commonly assumed to outperform their local competitors and thereby pose a serious threat to domestic firms. In most cases, the superiority of foreign
A fair recovery positively influences customer satisfaction and repatronage intentions following a service failure. While the link between perceived recovery fairness (justice) and customer
