Marketing

Article

Guilt Decreasing Marketing Appeals: The Efficacy Of Luxury Vacation Advertising Among Chinese

Guilt is relevant to a variety of consumption experiences and marketers have used advertising to arouse guilt as a way to stimulate sales. However, the ability of advertising to decrease guilt has Read More »

Date: 06/03/2014
Author: Isabella Soscia, Girish Prayag, Özlem Hesapçı
Contributor: eb™ Research Team
Article

An Exploratory Study Of Customer-Based Brand Equity On Facebook

The emergence of digital social networks as mass media has considerably increased the academic research interest in this area. The following is an exploratory ethnographic case study to trace the Read More »

Date: 06/03/2014
Author: Shobhit Eusebius, Mathew Parackal, Juergen Gnoth
Contributor: eb™ Research Team
Article

Effects Of Owned And Earned Social Media And Paid Traditional Media On Consumer Mind-Set Metrics

This research provides insights into the effects of both owned (i.e., firm’s social media platform) and earned social media (i.e., consumer-initiated interactions with the firm on other social Read More »

Date: 06/03/2014
Author: Lisette de Vries, Peter S.H. Leeflang, Sonja Gensler
Contributor: eb™ Research Team
Article

Price Complexity In Tariff Choice Situations: An Investigation Of Service Type

In this paper we describe three experiments comparing customer responses to complex prices between four services: banking, flights, health clubs, and mobile communication. The first study analyzes Read More »

Date: 06/03/2014
Author: Martin Klarmann, Steffen Wuertz
Contributor: eb™ Research Team
Article

It Is All About The Perceived Consistency Of The Retail Marketing Instruments When Creating A

This article addresses how the perceived consistency of different retailer attributes affects customer-based retail brand equity when considering retailers as brands. It investigates the antecedents Read More »

Date: 06/03/2014
Author: Frank Hälsig, Bernhard Swoboda, Dirk Morschett, Hanna Schramm-Klein
Contributor: eb™ Research Team
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