Consumer Mindfulness and Marketing Implications

Volume: 31, Issue: 4, Pages: 237 - 250
Published: Apr 1, 2014
Abstract
The aim of this study was to examine the role of mindfulness in consumer behavior and service marketing in Australia and Malaysia. Two studies were conducted; first to identify and characterize consumers on the basis of mindfulness, and to obtain data on the dimensions of relationship quality and consumer loyalty from the groups. Results from a standard analysis of data confirmed five of the six hypotheses tested. There are significant...
Paper Details
Title
Consumer Mindfulness and Marketing Implications
Published Date
Apr 1, 2014
Volume
31
Issue
4
Pages
237 - 250
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