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Editorial

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As a follow-up to the Autumn issue Editorial, the benefits of peer reviewing as a quality control mechanism are endorsed. However, the exercise of these controls reduces very significantly the quantity of material published in leading journals. To help compensate for this, it is proposed that Editors take a more active role in commissioning content.

With regard to the content of this Issue of the Journal, in my opinion all four papers meet the criterion of addressing topics relevant to marketing practice dealing as they do with: the practice of mass customisation, brand switching behaviour by supporters of charities, the nature of hypnotic suggestion and its possible effect on consumer interpretation of advertisements, and, finally, the role of interactivity and its influence upon online buyer behaviour.
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Keywords: BRAND SWITCHING BEHAVIOUR; CHARITIES; HYPNOTIC SUGGESTION AND ADVERTISING; INTERACTIVITY IN ONLINE BUYER BEHAVIOUR; MASS CUSTOMISATION; PEER REVIEWING

Document Type: Research Article

Publication date: 2009-12-01

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