Segmentation Of Loyal Consumers In Retailing Context From The Latent Approach
The identification of retail consumer profiles is key for designing actions oriented towards the most profitable segments. Study of market heterogeneity is evolving towards latent segmentation Read More »
Author: Maria Fuentes Blasco, Beatriz Moliner Velázquez, Irene Gil Saura
Contributor: eb™ Research Team
Impact Of Customer’s Religious Commitment & Self-Image Congruity On Store Level Commitment
The present study makes an attempt to explore the impact of religion on customer’s store level commitment. In this study an integrated model is proposed which studies the impact of religiosity, Read More »
Does Outsourcing Manufacturing Enhance Or Erode Firm Innovativeness?
Many firms are attracted to outsourcing manufacturing because of the cost reductions that can be attained. However, while there is consensus that outsourcing the manufacturing function may help firms Read More »
Author: Néomie Raassens, Stefan Wuyts, Inge Geyskens
Contributor: eb™ Research Team
The Definitions And Constructs Of Consumer Empowerment In Marketing: A Review And A Way Forward
The focus of this article is to systematically and critically examine the extant consumer empowerment constructs in the marketing literature in order to provide a synthesis and guidelines that can Read More »
Relationship Marketing And TCE: Testing The Power Of Alternative Theories In Explaining Business
In this study the authors build from two conceptual frameworks of relationships, the one based on an economic perspective, the TCE, and the other one based on a more social approach to relationships, Read More »
Toward A Greater Understanding Of The Market Orientation And Internal Market Orientation
Market orientation’s (MO) positive impacts on customer, employee, and performance related outcomes are well documented. However, the mechanism through which MO works to improve employee outcomes Read More »
The Impact Of Selected Image Dimensions Of Flagship Stores On Consumer’s Brand Associations
As a part of a company’s marketing-mix, flagship stores play a major role in attracting consumers emotionally and strengthening their brand loyalty. However, few studies have investigated the Read More »
Branding In Interactive Media: Engagement Platforms And Their Influence On Customer Engagement And
Branding in digital worlds has become a critical issue and has shifted from a firm-focused management to a customer-focused one. This is especially relevant in virtual engagement platforms, which are Read More »
Author: Lorena Blasco-Arcas, Blanca Hernandez-Ortega, Julio Jimenez-Martínez
Contributor: eb™ Research Team
Choice-Based, Brand-Anchored Conjoint (CBAC): A New Method For Measuring Brand Image
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 Read More »
Author: Oliver Schnittka, Mario Farsky, Henrik Sattler
Contributor: eb™ Research Team
Influence Of Facebook Advertising On Brand Recall, Recognition And Attention
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 Read More »
Author: Francisco Rejón-Guardia, Francisco J. Martínez-López, Irene Esteban-Millat, Juan Carlos Gázquez-Abad
Contributor: eb™ Research Team