Marketing

Article

Incumbent Advertising Response To Market Entry: Exploring The Effect Of Switching Costs In The

Growing overall competition, derived from both regulatory and structural changes, has promoted the study of incumbent reaction to market entry. Recently, the rise in low cost entry sector wide, has Read More »

Date: 06/03/2014
Author: Franco Sancho-Esper, Francisco Mas-Ruiz
Contributor: eb™ Research Team
Article

Customer-Centricity In Emerging Markets: 4a’S And Value Co-Creation

Success cases in emerging markets show firms that have adopted a customer-centric approach, embracing local differences and co-creating solutions with local actors. Meanwhile, failures often involve Read More »

Date: 06/03/2014
Author: Lisa Abendroth, Jaqueline Pels
Contributor: eb™ Research Team
Article

A Negation Bias In Word Of Mouth

We find that consumers use more negations (e.g., “not fast” instead of “slow”) in word-of-mouth describing experiences that are incongruent with brand image, such as slow service at a Read More »

Date: 06/03/2014
Author: Peeter Verlegh, Camiel Beukeboom, Christian Burger
Contributor: eb™ Research Team
Article

Scanning Customers’ Emotions While Watching Advertising: Application Of Real-Time Automated

Measuring a person’s emotional state is one of the most challenging undertakings in marketing. Using automated systems for scanning respondent’s facial expressions is a novel approach to this Read More »

Date: 06/03/2014
Author: Sven Henkel, Michael Loeffler, Niels Neudecker, Martin Einhorn, Harald Schuster, Julia Sauermann
Contributor: eb™ Research Team
Article

Message Strategies Of Award-Winning Marketing Communications In Europe

This paper aims to contribute to existing knowledge regarding characteristics of successful marketing communications and assess the relationship between message strategy and marketing communication Read More »

Date: 06/03/2014
Author: Christos Livas, Markos Marios Tsogas, Ioannis Lionis
Contributor: eb™ Research Team
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