Marketing
Implementing An Ambidextrous Sales Strategy At The Front Line: An Internal Marketing Perspective
Ambidextrous sales strategies, wherein managers pursue the concurrent sale of new and existing products, often fail at the front line. A proposed internal marketing perspective accounts for the role Read More »
Author: Michel Van Der Borgh, Ad de Jong, Edwin Nijssen, Michael Ahearne
Contributor: eb™ Research Team
Shift Of Consumer Attitude Towards The Brand By Means Of Heider’s Balance Theory
Consumer attitudes toward a brand are largely determined by the behavior of the sales staff. This on-brand behavior has been interpreted as a dyadic relationship between customer and brand. This Read More »
Online Consumer Behavior In E-Stores And Social Networks: An Exploratory Approach For Apparel
Retailers need to examine consumer behavior in and out the store in order to take effective marketing decisions. Regarding the consumer behavior out the store, the interactions of consumers with the Read More »
Author: Marta Frasquet, Alejandro Molla, Mª Eugenia Ruiz-Molina, Enrique Navarro
Contributor: eb™ Research Team
Assessing The Effectiveness Of Advertising For Behavioral Intentions: A Multilevel Analysis Across
Extant research provides scant insight into the cross-national effectiveness of marketing communication aimed at engaging consumers and into the moderating role of national characteristics. We assess Read More »
Author: Gianfranco Walsh, Edward Shiu, Louise Hassan
Contributor: eb™ Research Team
Bargain Effectiveness In Differentiated Store Environments: When A Good Deal Goes Bad
Differentiation is necessary to survive in today’s homogeneous retail landscape. One way to differentiate is by making use of store atmospherics. However, other marketing tools such as offering a Read More »
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