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
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
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
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,
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