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January 2009, Vol. 6, No. 1

Marketing Thought Leadership
Published monthly exclusively for AMA members, this e-newsletter provides readers with an update on the latest AMA journal and magazine articles on issues and concepts that shape marketing today--and tomorrow.

Breaking Through Fast-Forwarding: Brand Information and Visual Attention
Digital video recorders have allowed consumers to speed through commercials thus negating all of the hard work put forth by advertisers to create a tailored television commercial. But new research suggests that by center-positioning brand information, advertisers can still reach those fast-forwarding consumers.

Brand Communities and New Product Adoption: The Influence and Limits of Oppositional Loyalty
Despite many companies’ urging for its customers to join and participate in brand communities, there is a lack of research that directly connects brand community membership to actual purchase behavior. In this Journal of Marketing article, the authors examine the various ways brand community membership can influence the likelihood that customers will adopt a new product.

Strengthening Customer Loyalty Through Intimacy and Passion
How does customer–firm affection — in particular, the components of intimacy and passion — affect customer loyalty in services? This study considers parallels between customer–staff and customer–firm interactions to develop a hypothesis that customer-firm affection complements satisfaction and trust in affecting customer loyalty by mediating the effect of satisfaction on firm trust and firm loyalty intentions.

Direct-to-Consumer Marketing of Predictive Medical Genetic Tests
With the completion of the Human Genome Project in April 2003, medical genetic tests have become more popular and have received a lot of media attention. However, the complexity of genetic science suggests a need for careful scrutiny of such tests. To this end, this research presents a comprehensive analysis of the current state of direct-to-consumer medical DNA tests.

Global Brand Purchase Likelihood: A Critical Synthesis and an Integrated Conceptual Framework
This study examines the drivers of global brand attitude and purchase likelihood from three research streams to find that global marketing managers should employ targeted communication strategies to best influence consumers’ evaluations of global brands.

Learn How to Navigate the New Marketsphere at Mplanet 2009
If you want to learn how to navigate the new marketsphere, mark your calendars now to join some of the country's leading marketers at Mplanet 2009 to be held January 26-28 in Orlando. From building digital brands to connecting with new customers, Mplanet 2009 will provide marketers with fresh insights on the latest thinking and real-world solutions

2009 AMA Collegiate Chapter Community Service Grant Recipients
This year, the American Marketing Association Foundation received 24 applications and awarded 10 grants to AMA Collegiate Chapters to support nonprofit organizations and their respective causes through marketing.

2009 Parlin Marketing Research Award: Call for Nominations
This award honors Charles Coolidge Parlin, who is recognized as the founder of marketing research, by honoring distinguished academics and practitioners who have demonstrated outstanding leadership and sustained impact on advancing the evolving profession of marketing research over an extended period of time.

2009 AMA Professional Chapter Community Service Recipients
Lincoln AMA and Reno/Tahoe AMA were awarded AMA Professional Chapter Community Service Grants to help increase the marketing capacity of nonprofit organizations in their community.