Conceptualization And Validation Of Organizational Networking As A Second-Order Formative Construct
This study operationalizes the construct of organizational networking through a rigorous two-stage scale construction and validation process. The measurement model is conceptualized as a second-order Read More »
Author: Sabrina Thornton, Stephan Henneberg, Peter Naudé
Contributor: eb™ Research Team
Business Development: A New Organizational Anchorage Of Strategic Marketing In B2b Companies?
Marketing is an established discipline in B2B companies. However, during the last years marketing has experienced a shift from strategic to operational tasks. Since B2B companies still have a need Read More »
Author: Jana Poelzl, Markus Voeth, Anne Theresa Eidhoff
Contributor: eb™ Research Team
Loyalty-Based Segmentation In Apparel Retailing: Evidence From An Experiential Marketing Approach
Any value conceptualization is a good lens for conducting segmentation, but experiential approaches are especially valuable as experiential marketing highlights the intrinsically personal relativity Read More »
Author: Mª Eugenia Ruiz-Molina, Martina G. Gallarza, Irene Gil-Saura
Contributor: eb™ Research Team
Experiential Value Dimensions, Perceived Value And Loyalty In The Hospitality Sector
Relying on an experiential approach, this paper looks for causal relations between experiential value dimensions (functional, social, emotional and altruistic), overall perceived value and loyalty. A Read More »
Author: Martina G. Gallarza, Giacomo Del Chiappa, Francisco Arteaga
Contributor: eb™ Research Team
Impact Of Switching Costs On Loyalty Types, Customer Engagement And Switching – A MetaAnalysis In
Marketing research focused on the influence of switching costs on customer switching. However, switching costs might impact much more variables than switching only. In this article, we synthesize Read More »
Could Face Presence In Print Ads Influence Memorization?
A large amount of literature in psychology and neurosciences demonstrates that attention is preferentially and automatically oriented toward faces. This stimulus is fixed longer and processed faster Read More »
Evolutionary Versus Revolutionary Brand Logo Change: Higher Degrees Of Brand Logo Change Hurt Brand
Two experiments tested the effects of different degrees of brand logo change on brand recognition. Experiment 1 (N=120) tested effects of degree of logo change (original vs. small vs. substantial Read More »
Icons As Tools Of Visual Persuasion In Advertising
Although visual rhetoric offered a promising theoretical framework for understanding how visual communication works in advertising, it has not yet provided a systematic understanding of how visual Read More »
The Influence Of “Attitude Toward The Typography” In A Print Advertising Context
Although the place of writing in communication remains important, surprisingly, little research has been done on the role of typography in an advertising context, especially on attitude toward the ad Read More »
Inner Value Conflicts: Emotional And Behavioral Consequences Of Cross-Border Shopping
Motivated by potential savings, an increasing number of consumers travel to neighboring countries for the main purpose of shopping. This cross-border shopping might seriously harm local economies, Read More »
Author: Liane Nagengast, Marc Linzmajer, Thomas Rudolph, Tim Böttger
Contributor: eb™ Research Team