The west ham syndrome

Article Abstract:

The development of brand loyalty can be enhanced by analyzing the reasons for the intense public support enjoyed by football clubs. Football clubs enjoy public support despite their strengths and weakness, the same factors that affect brand loyalty and influence brand switching. The father and son relationship is the primary factor affecting the development of loyalty to football clubs. This factor presents an opportunity for further studies on developing brand loyalties through marketing.

Brand choice

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Broken down by age and sex - exploring the ways we approach the elderly consumer

Article Abstract:

A study was conducted to determine whether or not the elderly consumer market exists as a discrete sector and whether the conventional age band structure is the best way of segmenting it. The results indicate that marketers and advertisers have failed to take advantage of the size and wealth of the sector. Marketers and advertisers should realize that this is a dynamic and complex sector that is influenced by biological, social and psychological processes.

Methods, Demographic aspects, Advertising, Marketing research, Market research, Aged consumers, Elderly consumers

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Cluster-based market segmentation: some further comparisons of alternative approaches

Article Abstract:

A comparative study was conducted on alternative approaches for cluster-based market segmentation. The findings indicate that clustering method performance may be dependent on data set and that row centering does not seem to significantly improve cross validation. Moreover, the results demonstrate that no preliminary transformation and principal components transformation outperform the tandem approach.

Marketing management, Market segmentation

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