Present Your Brand’s Authentic Side. Consumers Will Dig Deeper Into Their Pockets.
Brand authenticity has been repeatedly designated as one of the major marketing trends in the 21st century. While brands extensively use authentic brand cues to create unique and trustworthy images, Read More »
Consumers Reaction To Gender Cues In Advertising
In this research, we investigate the effect of implicit gender cues on brand warmth and competence perception. Further, we examine how consumers react to implicit gender cues when exposed to Read More »
Author: Alexandra Hess, Valentyna Melnyk, Carolyn Costley
Contributor: eb™ Research Team
Stakeholder Theory As A Mean To Understand Customer Orientation If There Is More Than One Customer
Although the concept of customer orientation has been widely discussed among marketing academics, existing studies do not account for settings where there is more than one customer population. we Read More »
Author: Sebastian Alexander Schubach, Nicole Jasmin Heß, Jan Hendrik Schumann
Contributor: eb™ Research Team
Is Entrepreneurial Marketing A New Paradigm? Understanding Better The Entrepreneurial Versus
This paper intends to contribute to the development of the entrepreneurial marketing theory. It proposes shifting the focus from the marketing activities themselves to what shapes them, that is, the Read More »
Author: Elisabete Sampaio de Sá, Minoo Farhangmehr, José Carlos Pinho
Contributor: eb™ Research Team
Stakeholder Marketing: Theoretical Foundations And Consequences For Marketing Capabilities
Building on multiplicity theory, this conceptual paper presents a revised theoretical perspective on the marketing discipline, contrasts it with the prevailing perspective on marketing, and shows why Read More »