Multiplicity Of Electronic Distribution Channels: A Consumer-Based Overview And Categorisation
The range of Internet-enabled devices that shoppers use to search for product information or to purchase online expands. Based on the findings of a first qualitative study, we provide an overview of Read More »
Author: Gerhard Wagner, Julian Kellner, Hanna Schramm-Klein, Sascha Steinmann, Bernhard Swoboda
Contributor: eb™ Research Team
Carried Away By The Underdog Brand: Source Advantages In Brand Biographies
This research examines underdog brand biographies— narratives on brands’ passion and determination leading to success despite the lack of resources (Paharia et al., 2011)—and shows positive Read More »
Cognitive And Affective Antecedents Of Brand Citizenship Behavior
With brand consistent employee behavior like brand citizenship behavior (BCB) being the coveted outcome of internal brand management (IBM) mostly affective antecedents like brand commitment and brand Read More »
Author: Rico Piehler, Ceridwyn King, Christoph Burmann
Contributor: eb™ Research Team
Three Consequential Aspects Of Internal Branding: Exploratory Research
The purpose of the paper is to unify three consequential aspects of internal branding and provide research propositions by using exploratory research. Defined as a process that enables to deliver Read More »
Author: Maja Konecnik Ruzzier, Katja Terglav, Robert Kase
Contributor: eb™ Research Team
Evoking Imagery Through Advertising On A Smartphone
The present research examines mental imagery elicited by advertising in the mobile medium. Using a factorial experimental design, we examine the influence of the type of message –SMS vs. MMS– and Read More »