Explaining Consumer Brand-Related Activities On Social Media: The Role Of Self-Determination Theory
Consumers often engage in brand-related activities on social media, such as watching brand-related videos, joining brand communities, and writing brand blogs, thus affecting firms’ performances. In Read More »
Author: Alessandro M. Peluso, Lisette De Vries, Simona Romani, Peter S. H. Leeflang, Alberto Marcati
Contributor: eb™ Research Team
Conceptualization And Validation Of Organizational Networking As A Second-Order Formative Construct
This study operationalizes the construct of organizational networking through a rigorous two-stage scale construction and validation process. The measurement model is conceptualized as a second-order Read More »
Author: Sabrina Thornton, Stephan Henneberg, Peter Naudé
Contributor: eb™ Research Team
Business Development: A New Organizational Anchorage Of Strategic Marketing In B2b Companies?
Marketing is an established discipline in B2B companies. However, during the last years marketing has experienced a shift from strategic to operational tasks. Since B2B companies still have a need Read More »
Author: Jana Poelzl, Markus Voeth, Anne Theresa Eidhoff
Contributor: eb™ Research Team
Loyalty-Based Segmentation In Apparel Retailing: Evidence From An Experiential Marketing Approach
Any value conceptualization is a good lens for conducting segmentation, but experiential approaches are especially valuable as experiential marketing highlights the intrinsically personal relativity Read More »
Author: Mª Eugenia Ruiz-Molina, Martina G. Gallarza, Irene Gil-Saura
Contributor: eb™ Research Team
Experiential Value Dimensions, Perceived Value And Loyalty In The Hospitality Sector
Relying on an experiential approach, this paper looks for causal relations between experiential value dimensions (functional, social, emotional and altruistic), overall perceived value and loyalty. A Read More »
Author: Martina G. Gallarza, Giacomo Del Chiappa, Francisco Arteaga
Contributor: eb™ Research Team