Creating Value-In-Use In B2b Markets: The Role Of Customer Resource Integration Readiness
This study explores the role of customer employees’ cognitive and motivational conditions - summarized as customer resource integration readiness - that are required for value-in-use creation in Read More »
Political Advertising In The Shadow Of The Financial Crisis: The Use Of Emotional Appeals In The
As an illustrative example of a country facing the financial crisis, the study employs Greece as a case in point for the examination of emotional advertising messages aired during the 2012 election Read More »
Author: Lia-Paschalia Spyridou, Christina Boutsouki, Eirini Tsichla
Contributor: eb™ Research Team
Scanning Customers’ Emotions While Watching Advertising: Application Of Real-Time Automated
Measuring a person’s emotional state is one of the most challenging undertakings in marketing. Using automated systems for scanning respondent’s facial expressions is a novel approach to this Read More »
Author: Sven Henkel, Michael Loeffler, Niels Neudecker, Martin Einhorn, Harald Schuster, Julia Sauermann
Contributor: eb™ Research Team
Message Strategies Of Award-Winning Marketing Communications In Europe
This paper aims to contribute to existing knowledge regarding characteristics of successful marketing communications and assess the relationship between message strategy and marketing communication Read More »
Author: Christos Livas, Markos Marios Tsogas, Ioannis Lionis
Contributor: eb™ Research Team
The Smile Appeal: Emotional Contagion From Smiling Models Affects Consumer Attitudes For
Smiling faces appear frequently in marketing communications, but so far they have received scant attention from marketing researchers. This study assesses the effects of including pictures of smiling Read More »
Author: Hanna Berg, Magnus Söderlund, Annika Lindström
Contributor: eb™ Research Team