Marketing
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
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
Does Creativity Matter For Store Window Displays?
Store window displays are highly important for retailers since they have the potential to draw traffic to the stores. Still, little is known about their influence on consumers. In this study we Read More »
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 »
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