Marketing
Segmentation Of Loyal Consumers In Retailing Context From The Latent Approach
The identification of retail consumer profiles is key for designing actions oriented towards the most profitable segments. Study of market heterogeneity is evolving towards latent segmentation Read More »
Author: Maria Fuentes Blasco, Beatriz Moliner Velázquez, Irene Gil Saura
Contributor: eb™ Research Team
Toward A Greater Understanding Of The Market Orientation And Internal Market Orientation
Market orientation’s (MO) positive impacts on customer, employee, and performance related outcomes are well documented. However, the mechanism through which MO works to improve employee outcomes Read More »
The Impact Of Selected Image Dimensions Of Flagship Stores On Consumer’s Brand Associations
As a part of a company’s marketing-mix, flagship stores play a major role in attracting consumers emotionally and strengthening their brand loyalty. However, few studies have investigated the Read More »
Influence Of Facebook Advertising On Brand Recall, Recognition And Attention
Online advertising is based on direct-response models, and there is considerable debate over the precise way in which brands are constructed via direct-response mechanisms. Consequently, there is a Read More »
Author: Francisco Rejón-Guardia, Francisco J. Martínez-López, Irene Esteban-Millat, Juan Carlos Gázquez-Abad
Contributor: eb™ Research Team
Multicategory Purchase Incidence With Cross Effects And Co-Incidences
We investigate cross effects of marketing variables and cross category dependences in 25 categories using data on shopping visits of a random sample of 1500 households. We focus on differences Read More »
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