Using the structure-conduct-performance paradigm along with Porter's international factor conditions, the authors propose and empirically test a conceptual framework to explain the antecedents and consequences of a firm's brand-name standardization/adaptation strategy. Survey research and structural equation modeling results show that firms adapt (vary) their brand names when market structure factors measured by competitive, buyer, and distribution intensity increase. Furthermore, the authors find that the more standardized the brand name worldwide, the higher are the firm's cost savings and the higher is the product's sales volume as perceived by marketing executives.The issue of standardization versus adaptation in marketing activities has been prominent in the international literature since the publication of Levitt's (1983) article on the globalization of markets. Levitt proposes that the global corporation can serve the world more economically through large-scale production if it views the world as a small number of standardized markets rather than a large number of customized markets. Winram (1984) suggests that successful marketers are those that treat market segments as global entities, not local ones. Winram claims that cultural convergence will proceed at an accelerated rate, because the development of television satellites and increased cable penetration will enable viewers access to multiple international perspectives and cultures.Contrary to this view, Wind (1986) argues that no powerful empirical evidence exists to show that the world is becoming more homogeneous or consumers universally more price conscious. He offers examples of global products that are fairly expensive and questions the desirability of focusing on a low-price strategy, because customers who base their purchases on price tend to be brand switchers, ever seeking lower-priced brands. Brands targeting multiple market segments may increase revenue by adapting to the specific needs of each segment while maintaining or increasing price. This debate on standardization/adaptation has triggered several recent marketing studies (Aaker 1991; Barwise and

2011),"Relationships among customer loyalty programs, service quality, relationship quality and loyalty: An empirical study", Chinese Management Studies, Vol. 5 Iss 2 pp. 194-206 http://dx.If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractPurpose -In this paper, a model of student loyalty with graduate online programs utilizing relationship marketing theory elements was developed. The relationships between service quality, commitment and satisfaction, reputation and ultimately loyalty were explored. The purpose of this paper is to investigate the relationships between factors that may lead to customer loyalty in online educational organizations. Design/methodology/approach -Case study/quantitative methods were used. Findings -This research assessed customer loyalty intentions by examining the service quality, commitment, satisfaction, and reputation of online students in master's level online programs. Originality value -The relationship between service quality, commitment, satisfaction, reputation, and loyalty have not been adequately investigated in online master's programs.

Consumers act out roles throughout their lives. Marketers assist in this role playing by providing the wardrobes, props, and sets in the form of products and services. They also help people understand acceptable role behavior by portraying roles in their communication programs. Consumers assume new roles as they age. This article is designed to enhance understanding of the often‐ignored roles that accompany aging and provides examples of and suggestions for effective marketing for these role transitions.

Development in emerging economies leads to a cohabitation of traditional and modern forms of retailing. This diversity allows for centuries' old consumer behavior patterns to continue along with new options. The street markets or Feira Livres1 of São Paulo, Brazil demonstrate how consumption patterns are culturally determined. Participant observation, both in supermarkets and at feiras, and interviews with consumers and vendors are used to investigate consumer shopping patterns, along with evolving patterns of retail structure. We find that informal markets, such as the feira, are able to coexist with modern, Western‐style retail institutions, partly because of ingrained food preparation habits and deep‐seated consumer impressions about superior qualities offered by feiras (e.g., the perceived freshness of the produce). Our findings support the Natural Selection Theory of retail development in that we find evidence of adaptation. Specifically, the supermarkets in Brazil have evolved to include departments that imitate some of the popular characteristics of the feiras.

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The institution of advertising depends upon customer confidence. From both a managerial and a public policy perspective, it is important that customers have confidence in advertising as a reliable source of information about the marketplace. Here, we explored the cultural factors which affect customer confidence in advertising. Using a sample of sixteen European nations, we tested Hofstede's theory of cross-national values. In particular, we found that Hofstede's dimensions of uncertainty avoidance, masculinity, and individualism are important predictors of advertising confidence.

Health care professionals who treat older (over 65) patients are influenced by the journals they read. Advertising directed at health care professionals during the period 1954 to 1989 was subjected to a content analysis. Advertising in health care journals was expected to reflect the demographic changes in American society with increasing numbers of older models and to present positive images of older people. Contrary to content analyses of magazine cartoons (Smith 1979) and general readership magazines (Bramlett-Solomon and Wilson 1989; Gantz, Gartenberg, and Rainbow 1980; Ursic, Ursic, and Ursic 1986), this study did find a significant use of older people in health care advertising and positive role portrayal.

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