Although web personalization has been examined by earlier literature reviews, an updated
analysis of recent advances in the field is needed. The authors extend prior reviews of web …

For undergraduate, postgraduate and MBA students, this highly successful textbook is an
essential guide to Marketing Research. Understand theory and application of marketing …

Hispanics are the fastest growing racial/ethnic group in the United States, and smoking is
the leading preventable cause of morbidity and mortality among this population. We …

Growth of the Hispanic consumer population in America is changing the marketplace
landscape. Due to their considerable buying power, a better understanding of Hispanic …

Over the last decade, the increased adoption of the Internet in public life as well as in
developing businesses has led to a phenomenal rise in academic research on online …

Purpose This paper aims to explore different strategies used by brands to target the
Hispanic market via social media from the lens of the Spanish language in a multicultural …

The smile is the most common and universal human facial expression. This study
investigates the joint effect of a model's smile type and intensity on consumers' attention and …

Background: As the kidney shortage continues to grow, patients on the waitlist are
increasingly turning to live kidney donors for transplantation. Despite having a …

This study examined the moderating effects of acculturation modes (assimilated, integrated,
and separated) on Hispanic consumers' responses to three advertising targeting strategies …

Although there has been a considerable debate on market segmentation over five decades,
attention was merely devoted to single stages of the segmentation process. In doing so …