Search engines aren’t a new invention, and neither is SEO (search engine optimization) but it certainly feels like SEO is continuing to grow and change at an unprecedented rate while we all still use the same search engines. The SEO industry is one that continues to grow – but what is leading to that growth? […]
By now, almost everyone knows that you absolutely have to work on your website and make improvements so that it ranks on Google. Per many studies on user search habits, Google’s first page gets anywhere between 95-99% of the web traffic, with each subsequent page receiving less and less of the traffic share. Many business […]
Christina Kwai-Choi Lee, Nalini Fernandez and Brett A.S. Martin University of Auckland Business School, New Zealand Advertising research has generally not gone beyond offering support for a positive effect where ethnic models in advertising are viewed by consumers of the same ethnicity. This study offers an explanation behind this phenomenon that can be useful to […]
BRETT A. S. MARTIN This article examines an unexplored area of consumer research—the effect of accidental interpersonal touch (AIT) from a stranger on consumer evaluations and shopping times. The research presents a field experiment in a retail setting. This study shows that men and women who have been touched by another consumer when examining […]
TOM AGEE University of Auckland, New Zealand t.agee@paradise.net.n2 BRETT A. S. MARTIN University of Auckland, New Zealand bas.martin@auckland.ac.nz Conventional wisdom suggests that most purchases made from infomercials— 30-minute direct-response television advertisements—are made on impulse. However, this study of 878 infomerciai purchasers of six products from a major internationai infomerciai marketer indicates that the majority […]
Is the Marlboro man the only alternative? The role of gender identity and self-construal salience in evaluations of male models Brett A. S. Martin & Juergen Gnoth Published online: 30 January 2009 Springer Science + Business Media, LLC 2009 Abstract This research examines how men react to male models in print advertisements. In two experiments, […]
BRETT A. S. MARTIN University of Auckland Business School bas.martin@aucklancl.ac.nz JOEL VAN DURME University of Auckland Business Schoolj.vandurme@auckiand.ac.nz MIKA RAULAS Institute of Direct Marketing Excellence Helsinki School of Economics raulas@hkkk.fi MARKO IVIERISAVO Institute of Direct Marketing Excellence Helsinki School of Economics merisavo@hkkk.fi Since the advent of the internet, much speculation has ensued regarding its […]
SIMON J. PERVAN Department of Accounting and Management, La Trobe University,Victoria 3086, Melbourne, Australia BRETT A. S. MARTIN Department of Marketing,University of Auckland Business School, Private Bag 92019,Auckland, New Zealand Although the soap opera as a television genre has consistently captured the imagination of millions of people around the world,surprisingly little has been written about […]
BRETT A. S. MARTIN* This article explores the process by which consumers evoke and thematize the fantastic imaginary when playing a fantasy-based trading card game. Interviews with 15 informants, all players of Magic: The Gathering, serve as data. The result is a new framework that reveals how the fantastic imaginary is evoked and thematized. […]
Brett A. S. Martin University of Auckland ABSTRACT The main objective of this article is to study the impact of gender on mood effects in relation to attitude toward the ad and brand attitudes. Specifically, gender, mood state, and ad affective tone are posited to interact. Data from an experiment support two hypotheses predicting […]