Marketing
Explaining Consumer Brand-Related Activities On Social Media: The Role Of Self-Determination Theory
Consumers often engage in brand-related activities on social media, such as watching brand-related videos, joining brand communities, and writing brand blogs, thus affecting firms’ performances. In Read More »
Author: Alessandro M. Peluso, Lisette De Vries, Simona Romani, Peter S. H. Leeflang, Alberto Marcati
Contributor: eb™ Research Team
Loyalty-Based Segmentation In Apparel Retailing: Evidence From An Experiential Marketing Approach
Any value conceptualization is a good lens for conducting segmentation, but experiential approaches are especially valuable as experiential marketing highlights the intrinsically personal relativity Read More »
Author: Mª Eugenia Ruiz-Molina, Martina G. Gallarza, Irene Gil-Saura
Contributor: eb™ Research Team
Could Face Presence In Print Ads Influence Memorization?
A large amount of literature in psychology and neurosciences demonstrates that attention is preferentially and automatically oriented toward faces. This stimulus is fixed longer and processed faster Read More »
Icons As Tools Of Visual Persuasion In Advertising
Although visual rhetoric offered a promising theoretical framework for understanding how visual communication works in advertising, it has not yet provided a systematic understanding of how visual Read More »
The Standardisation-localisation Dilemma For Luxury Fashion Retailers’ Internationalisation Into
This paper considers the standardisation-localisation debate within the context of foreign luxury fashion retailers’ internationalision into the Chinese market. Luxury retailers must balance the Read More »
Author: Sindy (Ling) Liu, Patsy Perry, Christopher Moore
Contributor: eb™ Research Team
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