Marketing

Article

Marketing To Women, A Potential Paradigm Shift. Drivers For Effective Communication To Women In The

Fierce competition and increasing customer sophistication have given birth to the idea of Gender Marketing to more appropriately address the needs of one target group. Based on the idea that there Read More »

Date: 06/03/2014
Author: Isa Moll, Kathrin Herrmann, Ana Varela, Jordi Montaña
Contributor: eb™ Research Team
Article

An Insight Into City Branding: A Destination Brand Equity Approach

Although the development of the brand equity construct has been based on five dimensions, research on destination brand equity commonly refers to four dimensions; namely awareness, image, quality and Read More »

Date: 06/03/2014
Author: Stella Kladou, John Kehagias, Athina Dilmperi
Contributor: eb™ Research Team
Article

A Relationship Marketing Approach To The Online Purchase Of Tourism Products

The main goal of this paper is to develop empirical knowledge regarding the evaluation of the most important determinants of a relationship marketing approach to an online context, assuming that in Read More »

Date: 06/03/2014
Author: Hélia Gonçalves Pereira, Paulo Rita, Maria De Fátima Salgueiro
Contributor: eb™ Research Team
Article

Segmentation In The Tourism Sector: Using Satisfaction Prototypes

Market segmentation in tourism has been a central topic of research during decades. A general classification of segmentation is data-driven versus conceptual segmentation. The aim of our study is Read More »

Date: 06/03/2014
Author: Lola C. Duque, Isabel Cortes-Jimenez, Carme Riera-Prunera
Contributor: eb™ Research Team
Article

The Effects Of Social-Interactive Engagement And Social Identity On Brand Love In Online Network

The aim of this study is to propose a social identity approach to consumer-brand affective relationships in online network-based communities by integrating social identity theory, experiential Read More »

Date: 06/03/2014
Author: Maria Vernuccio, Margherita Pagani, Camilla Barbarossa, Alberto Pastore
Contributor: eb™ Research Team
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