Marketing
Consumer Dominant Semiotics: Aspects Of An Emerging Marketing Paradigm
Extant research has established consumer dominance as a significant phenomenon in contemporary marketing. Theoretical groundwork has convincingly argued for a distinctive consumer dominant paradigm. Read More »
Sponsorship And Ambush Marketing Effectiveness: A Field-Experimental Analysis Of Print And Online
With rising sponsorship expenditures every year, marketing practice has an essential need for information of sponsorship effectiveness. Traditional sponsorship is becoming increasingly threatened by Read More »
Is Technology Moderating The Influence Of Store Equity On Behavioral Intentions? Evidence From
In today’s competitive environment in which retailers operate, store equity is seen as a key differentiating factor. However, to date there is little research on the dimensionality of the store Read More »
Author: Gloria Berenguer-Contri, Irene Gil-Saura, Mª Eugenia Ruiz-Molina
Contributor: eb™ Research Team
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 »
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