The Impact of Selected Image Dimensions of Flagship Stores on Consumer’s Brand Associations
As a part of a company’s marketing-mix, flagship stores play a major role in attracting consumers emotionally and strengthening their brand loyalty. However, few studies have investigated the
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06/03/2014
• #Marketing
Branding in Interactive Media: Engagement Platforms and Their Influence on Customer Engagement and Brand Image
Branding in digital worlds has become a critical issue and has shifted from a firm-focused management to a customer-focused one. This is especially relevant in virtual engagement platforms, which are
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06/03/2014
• #Corporate Image
Choice-Based, Brand-Anchored Conjoint (CBAC): A New Method for Measuring Brand Image
The article introduces choice-based, brand-anchored conjoint (CBAC) analysis as a new measurement technique to assess brand image, based on an approach introduced by Louviere and Johnson (1990), in
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06/03/2014
• #Corporate Image
Influence of Facebook Advertising on Brand Recall, Recognition and Attention
Online advertising is based on direct-response models, and there is considerable debate over the precise way in which brands are constructed via direct-response mechanisms. Consequently, there is a
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06/03/2014
• #Marketing
Conjoint and Eye-Tracking Experiments in Digital Marketing
A conjoint and a subequent eye-tracking experiment was conducted to understand how different attributes, presented in the online environment affect consumer behavior. The first study involved
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06/03/2014
• #Marketing Messaging
Assessing Effects on Preference for Collaborative Learning of Millennials in the Context of Massively Multiplayer Online Games
This study explores the relationship between three independent variables (amount, social context of massively multiplayer online game play [MMOG] and motivation) and the dependent variable,
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06/03/2014
• #Education and Training
The Loop Model: Modeling Consumer Interactivity and Trust in Campaigns Coupling Simultaneous Media
Based on the responses of 498 consumers, this research simulates the LOOP Model: the consumer’s experience of interactivity and trust when interacting with campaigns simultaneously coupling
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06/03/2014
• #Marketing Messaging
Words Fly, Documents Rest. Restfull Decision Supportive Documents For Marketing Managers. towards a Paradigmatic Change in the Interaction Between Managers and Marketing Scientists.
In this paper we argue that browser based web technologies and statistical calculation webs-services have attained a degree of maturity that makes it possible to embed powerful Marketing Decision
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06/03/2014
• #Planning and Strategy Management