Consumers Reaction To Gender Cues In Advertising
In this research, we investigate the effect of implicit gender cues on brand warmth and competence perception. Further, we examine how consumers react to implicit gender cues when exposed to Read More »
Author: Alexandra Hess, Valentyna Melnyk, Carolyn Costley
Contributor: eb™ Research Team
Stakeholder Theory As A Mean To Understand Customer Orientation If There Is More Than One Customer
Although the concept of customer orientation has been widely discussed among marketing academics, existing studies do not account for settings where there is more than one customer population. we Read More »
Author: Sebastian Alexander Schubach, Nicole Jasmin Heß, Jan Hendrik Schumann
Contributor: eb™ Research Team
Is Entrepreneurial Marketing A New Paradigm? Understanding Better The Entrepreneurial Versus
This paper intends to contribute to the development of the entrepreneurial marketing theory. It proposes shifting the focus from the marketing activities themselves to what shapes them, that is, the Read More »
Author: Elisabete Sampaio de Sá, Minoo Farhangmehr, José Carlos Pinho
Contributor: eb™ Research Team
Stakeholder Marketing: Theoretical Foundations And Consequences For Marketing Capabilities
Building on multiplicity theory, this conceptual paper presents a revised theoretical perspective on the marketing discipline, contrasts it with the prevailing perspective on marketing, and shows why Read More »
Co-Creation: A Case Study Of A ‘focused’ Business Model Approach
This paper explores focused co-creation, one of three broad business model approaches to co-creation. The paper briefly outlines these approaches and then examines focused co-creation in Burberry, Read More »
Pride And Prejudice – Promotion Or Prevention? Unraveling Domestic Country
Consumers often are positively biased in their preferences for domestic products to foreign alternatives. Previous research has established consumer ethnocentrism and national identification as Read More »
Author: Peter Mathias Fischer, Katharina Zeugner Roth
Contributor: eb™ Research Team
Identifying The Levers Of A Country’s Image: A Network Analysis Perspective
Understanding the richness and complexity of consumers’ memory structures for a country requires the identification of strong, favourable and unique country associations. This paper extends Read More »
Perceived Brand Globalness And Consumer Regret: Effects On Word-Of-Mouth And Purchase Intentions
This paper investigates the impact of perceived brand globalness (PBG) on word-of-mouth and purchase intentions in the context of a two-alternative, suboptimal regrettable purchase, where the Read More »
Author: Vasileios Davvetas, Adamantios Diamantopoulos
Contributor: eb™ Research Team
Adding More Value To Added-Value. An Exploration Of Consumers’ Perceptions Of Improved Animal
Recent studies reveal that consumers respond favourably to “organic plus” products with additional ethical attributes. The aim of the current study is to explore whether consumers would notice Read More »
The New Generation Of Eco-Innovators – Beyond Purism And Biospheric Values
The economic damage of environmental pollution is remarkable. Consequently, there is a need for companies to consider environmental issues in product development and to understand why consumers adopt Read More »