Papers by A. Caroline Tynan
While research on SGCB (self-gift consumer behaviour) has shown evidence of the importance of thi... more While research on SGCB (self-gift consumer behaviour) has shown evidence of the importance of this behaviour in Western cultures, particularly that of the United States (US), there is no understanding of self-gift giving in collectivist cultures. Given the self-oriented nature of this behaviour, research is required to address its possible differences in a collectivist society. In this paper, we use personal interviews with consumers to establish the existence of SGCB in China, and further to compare motivations for, and the emotions associated with SGCB in positive related contexts in the UK and mainland China, with a particular focus on the Chinese side. We also address the nature of this behaviour for Chinese participants. Findings indicate that SGCB is less self-oriented for the Chinese than for the British and suggest that academics should reflect on the meaning of this behaviour in non-Western countries.
Journal of Marketing Management, 1999
This paper reviews the implications of the move from transactional to relationship marketing in c... more This paper reviews the implications of the move from transactional to relationship marketing in consumer markets, using theory and research grounded in business-to-business and service markets. It argues that in assuming a marriage-like relationship with multitudes of consumers simultanueously, contemporary marketers are placing too much emphasis on understanding an idealised relationship and too little on researching good marketing practice.
Relationship marketing (RM) was conceived as an approach to industrial and service markets, and w... more Relationship marketing (RM) was conceived as an approach to industrial and service markets, and was considered inappropriate in other marketing contexts. Recently, however, the domain of RM has been extended to incorporate innovative applications in mass consumer markets. Much has changed in a few short years. Recent applications of RM in consumer markets have been facilitated by developments in direct and database marketing within an increasingly competitive and fragmented marketplace. This paper presents a critical review of the history of RM in consumer markets, and incorporates important conceptual, practical, empirical and popular contributions. A number of critical issues which remain unresolved are identified in the paper. These form the basis of ten research propositions which are crucial to justifying and advancing the domain extension into consumer markets.
Proceedings of the 2010 Academy of Marketing Science (AMS) Annual Conference, 2014
Journal of Marketing Management, 1987
Market segmentation is a crucial marketing strategy. Its aim is lo identify and delineate market ... more Market segmentation is a crucial marketing strategy. Its aim is lo identify and delineate market segments or "sets of buyers" which would then become targets for the company's marketing plans. The advantage to marketing management is that iAw technique divides total demand into relatively homogeneous segments which are identified by some common characteristics. These characteristics are relevant in explaining and in predicting the response of consumers, in a given segment, to marketing stimuli.
Journal of Consumer Studies and Home Economics, 1988
... Select Committee on Aging hears testi-mony from older persons whose poverty reduces them to e... more ... Select Committee on Aging hears testi-mony from older persons whose poverty reduces them to eating dog food, and ... 79. Zeltner, H. (1977) You can sell to the older set if you watch these trends. ... 97. Schiffman, LG (1972b) Social interaction patterns of the elderly consumer. ...
Journal of Marketing Management, 2014
The Marketing Review, 2010
ABSTRACT This paper provides a guide for students, their supervisors, and researchers in general,... more ABSTRACT This paper provides a guide for students, their supervisors, and researchers in general, to developing a research proposal. Drawing on insights provided by Baker (e.g. 2000a) and other authors (e.g. Hart 1998; Krathwohl and Smith 2005) and on our own experience as lecturers, this article addresses the concept and importance of a research proposal. It discusses the process of producing a research proposal and the sections appropriate for such a document. Additionally, it raises some questions that will help researchers to assess the quality of their proposals. The article concludes by presenting a table summarising the main problems found in the various stages of developing a research proposal, and ways to deal with them.
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Papers by A. Caroline Tynan