The New Generation Of Eco-Innovators – Beyond Purism And Biospheric Values
The economic damage of environmental pollution is remarkable. Consequently, there is a need for companies to consider environmental issues in product development and to understand why consumers adopt Read More »
The Effect Of Objective, Subjective And Calibration Of Supplementary Knowledge On Really-New
Really-new products (RNPs) create new product categories for consumers. Consumers use their knowledge of similar categories to comprehend and evaluate RnPs. This paper shows that, in addition to Read More »
Pricing New Service For Consumer Acceptance: The Influence Of Consumer Characteristics And
In order to shed more light upon the effect of pricing for the successful launch of service innovations (SIs), we investigate the effect of a high versus low launch price on perceived price fairness Read More »
Author: Monika Schuhmacher, Sabine Kuester, Anna-Lena Fertmann
Contributor: eb™ Research Team
It’s Not The Quality But The Effort Itself That Matters? Advertiser Effort And Consumer
Introducing the concept of equitable exchange to advertising, this paper tests the popular notion that “advertising needs to earn consumers’ attention”. Drawing on equity theory, we hypothesize Read More »
Author: Micael Dahlén, Lars Bergkvist, Stefan Szugalski
Contributor: eb™ Research Team
Antecedents Of Community Engagement In Online Loyalty Programs
Engagement is a concept which is currently proving to be of enormous interest in both academic as well as business fields. In addition to providing further insights into the notion, or more Read More »
Author: Ana María Gutiérrez, Rebeca San José, Angel Domínguez
Contributor: eb™ Research Team