Low Expenditures Or High Savings: What Drives Store Choice?
Existing literature on store choice assumes that price promotions increase a store’s attractiveness by lowering the basket price. In this paper we argue that price promotions, by creating hedonic Read More »
The Broader Boundaries: The Importance Of Service-Specific Associations In Service Brand Extensions
The idea that successful brand extensions require a high similarity between the brand and the extension category pervades current research. In two experiments we document that service brands can Read More »
Brand Extensions Threat: Counter Extensions
Among the risks of a brand extension strategy, there is the one to stimulate a reaction of counter extension. This would frustrate any positive result obtained by the brand extension. The literature Read More »
Author: Bruno Busacca, Giulia Miniero, Giuseppe Bertoli
Contributor: eb™ Research Team
Managing Brand Architecture – The Impact Of Corporate And Product Brands
The complexity of brand portfolios has considerably increased within the last few years. This raises important challenges for many corporations. In this context, the current state of brand Read More »
Author: Christoph Burmann, Christopher Kanitz, Tilo Halaszovich, Michael Schade
Contributor: eb™ Research Team
The Effect Of Negative Popularity On Consumer Preferences
Consumers post online reviews, affecting the evaluation of products and services. Yet, little is known about the importance of the number of reviews for consumer decision making. we conduct an online Read More »
Author: Antonio Ladron de Guevara Martinez, Giampaolo Viglia, Furlan Roberto
Contributor: eb™ Research Team
The Effects Of Social Media And Webcare Strategies On Hotel Attitude And Booking Intentions
In order to minimize the effects of NWOM, companies have begun to make their presence known in social media by searching for and responding to comments about their brand in consumer posts through Read More »
Author: Ana B. Casado-Diaz, Luisa Andreu, Caitilin Anderson
Contributor: eb™ Research Team
Dimensions Of Social Capital For Tourists’ Online Knowledge Sharing: A Comparison Between
This paper examines tourists’ knowledge sharing behavior in social media. Based on the social capital theory, we aim to identify factors influencing three dimensions of social capital (cognitive, Read More »
Subjective Norms In E-tourism Context: A Study Of The Impact Of Subjective Norms On Intention To
Subjective norms are considered the most important source of information when a consumer is making a purchasing decision (Lin, 2007). This influence seems to be important in e-tourism context. The Read More »
Modeling Of The Acceptance Of Mobile Payment Systems In Virtual Social Networks
Although mobile-related technologies are widely accepted in today’s society, mobile payment in Virtual Social Networks (VSN) is not among the most widely used mobile services. Throughout this paper Read More »
Author: Francisco Muñoz-Leiva, Francisco Liébana Cabanillas, Juan Sánchez-Fernández
Contributor: eb™ Research Team
Mobility - Unveiling Essence And Value Of Mobile Technology
This paper aims to map distinctive mobile technology values. In doing so this paper uses empirical data given by users who engage with mobile technology on both personal and professional levels. Read More »