The Effects Of Shared Consumption On Advertising Effectiveness For Movies
Consumers frequently consume hedonic products together and make purchase decisions according to the presence of others. The authors hypothesize that the importance consumers attach to shared Read More »
Author: Sebastiano Delre, Thijs Broekhuizen, Tammo Bijmolt
Contributor: eb™ Research Team
Advertising: The Effectiveness Of Smaller Media And The Role Of Self-Selection
In this study, we conduct a large-scale empirical investigation to quantify the sales elasticity of smaller advertising media, such as billboards and cinema, which have often been neglected in the Read More »
Author: Steffi Frison, Peter De Maeyer, Marnik Dekimpe, Christophe Croux
Contributor: eb™ Research Team
Similarities And Differences In The Internationalization Patterns
In this paper we are going to conduct an exploratory research about the similarities and differences of the Uppsala, Born Global and Born Again Global models. We propose a pattern to explain these Read More »
A Meta-Analysis As A Tool For Improving Models Of Export Promotion Programs
A meta-analysis is a strategic tool to be used in developing new models based on existing ones found in the literature. The implementation of a meta-analysis on the current models of export promotion Read More »
European Franchise Expansion Into Latin America. Evidences From The Spanish Franchise System
Although the body on international marketing focuses on emerging markets is growing, the attention paid to the Latin American context continues to be very limited. In an attempt to enhance the Read More »
The Role Of Employee Creativity And Attention-To-Detail In Product Innovation
Product innovation has been identified as the key to firms’ marketplace success. Yet, the failure rate for new product is high. Because of the high costs associated with new product development, Read More »
What Is The Appropriate Reward For Product Creativity During An Idea Generation Contest: Monetary,
Idea generation contests are widespread when firms are looking for new ideas of products or services. Integrating the consumer into the new Product Development process is critical and community Read More »
Author: Stéphane Salgado, Virginie Debarnier, Anne-Marie Guerrin
Contributor: eb™ Research Team
The Dual Role Of Prior Ideas In Driving Creative Performance In Open Ideation Contests
We investigate the influence of prior ideas on solvers’ creative performance in online open ideation contests. In three lab studies and an empirical analysis of a large-scale dataset from a Read More »
Author: Suleiman Aryobsei, Darren Dahl, Reto Hofstetter, Andreas Herrmann
Contributor: eb™ Research Team
Valuing Organic Food-Differences Between Virtue And Vice Categories Of Organic Food Products
Drawing on the theoretical frameworks of expected utility, religious and institutional perspectives, we try to understand whether differences exist in consumers’ evaluation of relative vice and Read More »
Author: Vassiliki Grougiou, Foivos Anastasiadis, Stefanos Giannikis
Contributor: eb™ Research Team
Social Values And Bandwagon Motivations In The Context Of Luxury Consumption
The global luxury market has seen an incredible increase in value during the last decades. Notwithstanding its volume, the marketing of luxury products has only attracted limited attention from Read More »
Author: Spiros Gounaris, Kalipso Karantinou, Boukis Achilleas, Kostas Kaminakis
Contributor: eb™ Research Team