Document Type
Article
Language
eng
Publication Date
2003
Publisher
Emerald
Source Publication
European Journal of Marketing
Source ISSN
0309-0566
Abstract
New Zealand has gone through a radical metamorphosis since free market economics were introduced in the mid-1980s. Marketing managers are particularly interested in the views of consumers about issues dealing with marketing activities. Negative views could signal consumer backlash against free market activities. This study examines the views of consumers from 1986 to 2001 on a range of issues dealing with marketing and consumerism. The results clearly show that consumers are less negative about marketing and consumerism issues since 1986. It seems likely that New Zealand has evolved in terms of the consumerism life cycle over the last 15 years. Marketing managers should continue to remain proactive in their responses to consumer discontents. Implications for New Zealand and for other countries are addressed.
Recommended Citation
Lysonski, Steven; Durvasula, Srinivas; and Watson, John, "Should Marketing Managers Be Concerned about Attitudes towards Marketing and Consumerism in New Zealand: A Longitudinal View" (2003). Marketing Faculty Research and Publications. 74.
https://epublications.marquette.edu/market_fac/74
Comments
Accepted version. European Journal of Marketing, Volume 37, Issue 3/4, pp 385-406 (2003). DOI. This article is © Emerald Group Publishing and permission has been granted for this version to appear in e-Publications@Marquette. Emerald does not grant permission for this article to be further copied/distributed or hosted elsewhere without the express permission from Emerald Group Publishing Limited.