The Impetus Of Ancient Tribal Systems For Modern-Day Consumer Tribes
This paper investigates the phenomena of consumer tribes by reflecting on a traditional tribal system, the New Zealand Māori, to uncover tribal structures, ways of interacting and how resources are Read More »
Factors Affecting The Switching Behaviour For Mobile Service Users In Egypt: A Proposed Conceptual
The rapid growth of services has arguably changed the conditions of business in terms of customer attraction and retention. Slow or rapid market growth makes markets more competitive, thus, firms are Read More »
Author: Esraa Karam Moharram, Wael Kortam, Mohamed Sobhy Temerak
Contributor: eb™ Research Team
Consumers’ Self-Connection To Group-Referent Brands Across Consumption Situations: A
Individuals self-enhance using brands that are associated with reference groups. The current study extends research on this phenomenon by examining the influence of consumption situations and Read More »
Building CSR Image Through Sport Sponsorship
This empirical research examines sport sponsorship as an initiative contributing to the sponsor’s socially responsible image. Statistical analysis performed on data collected among a panel sample Read More »
Author: Marc Mazodier, François A. Carrillat, Carolin Plewa, Pascale Quester
Contributor: eb™ Research Team
It’s Not Only What You Say, But Also How You Say It: The Influence Of Threat Type And Message
The effectiveness of public service announcements (PSAs) is commonly assessed by measuring the overall appraisal of the depicted threat and the proposed recommendation. This theoretical orientation Read More »