The Effects of Social-Interactive Engagement and Social Identity on Brand love in Online Network Based Communities
The aim of this study is to propose a social identity approach to consumer-brand affective relationships in online network-based communities by integrating social identity theory, experiential
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06/03/2014
• #Marketing
Implementing Key Account Management: Key Dimensions and Outcomes
Key Account Management (KAM) has emerged as an important concept in business-to-business (B2B) marketing, yet academic research lags in this area. This study based on a review of KAM literature and
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06/03/2014
• #Collaboration
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
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06/03/2014
• #Marketing
Conceptualization and Validation of Organizational Networking as a Second-Order Formative Construct
This study operationalizes the construct of organizational networking through a rigorous two-stage scale construction and validation process. The measurement model is conceptualized as a second-order
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06/03/2014
• #Planning and Strategy Management
Business Development: A New Organizational Anchorage of Strategic Marketing in B2b Companies?
Marketing is an established discipline in B2B companies. However, during the last years marketing has experienced a shift from strategic to operational tasks. Since B2B companies still have a need
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06/03/2014
• #Planning and Strategy Management
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
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06/03/2014
• #Marketing
Experiential Value Dimensions, Perceived Value and loyalty in the hospitality Sector
Relying on an experiential approach, this paper looks for causal relations between experiential value dimensions (functional, social, emotional and altruistic), overall perceived value and loyalty. A
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06/03/2014
• #Employee Satisfaction
Impact of Switching Costs on loyalty types, Customer Engagement and Switching – A MetaAnalysis in Service Markets
Marketing research focused on the influence of switching costs on customer switching. However, switching costs might impact much more variables than switching only. In this article, we synthesize
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06/03/2014
• #Customer Satisfaction