Assessing The Effectiveness Of Advertising For Behavioral Intentions: A Multilevel Analysis Across
Extant research provides scant insight into the cross-national effectiveness of marketing communication aimed at engaging consumers and into the moderating role of national characteristics. We assess Read More »
Author: Gianfranco Walsh, Edward Shiu, Louise Hassan
Contributor: eb™ Research Team
Customer Value Anticipation, Loyalty And Word-Of Mouth – A Cross-Cultural Study
Fierce global competition urges the requirement for companies to excel. As an effective strategic rationale, the customer value (CV) concept has been considered by researchers and practitioners Read More »
Author: Matthias Rüfenacht, Tobias Schlager, Peter Maas, Philipp Hendrik
Contributor: eb™ Research Team
Drivers Of Life Satisfaction For The 50+-Consumer: Evidence From Four Western Countries
Marketing research usually focuses on the well-being of companies achieved by serving customer needs. This research takes a different view: it focuses on the well-being of consumers, specifically Read More »
Bargain Effectiveness In Differentiated Store Environments: When A Good Deal Goes Bad
Differentiation is necessary to survive in today’s homogeneous retail landscape. One way to differentiate is by making use of store atmospherics. However, other marketing tools such as offering a Read More »
Aesthetics: Luxury Or Necessity? Patronage Decisions In Conditions Of Severe Economic Crisis
The aim of this paper is to examine the influence of store’s aesthetics on consumers’ emotions and how these emotions, in turn, influence patronage intention through the moderating effect of Read More »
Author: Evangelia Chatzopoulou, Markos Marios Tsogas
Contributor: eb™ Research Team