Consumer Co-Creation As An Experience: What Are The Dimensions At Stake In An Ideation Challenge?
Co-creation in innovation processes/projects is now a widespread phenomenon. It aims at ending-up with more valuable ideas, and enhancing market acceptance, As a consequence, ideation platforms such Read More »
Author: Virginie De Barnier, Stephane Salgado, Anne Marie Guerin
Contributor: eb™ Research Team
Does Engaging With A Web Site Lead To Telling Other Users About It?
We propose a model that analyses the relationship between Web site engagement and electronic word of mouth (e-WoM). Three further consequences to engagement relevant for online marketers -return Read More »
Author: Antonio C. Cuenca, Enrique Bigné, Antonio Hyder
Contributor: eb™ Research Team
Customers, Watch Out! Experimental Insights Into The Detection Of Fake Online Reviews
Consumers rely on experiences from other individuals expressed online when forming an attitude about a product and making purchase decisions. However, the trustworthiness of consumers’ online Read More »
Consumption Of E-WOM: Do Acquaintance And Prior Usage Experience Make The Message Fonder?
Word of Mouth communication has gained renewed prominence with the proliferation of electronic Word of Mouth (eWoM). Both types are customer generated sources of information, which are considered Read More »
Author: Alexander Rossmann, Kumar Rakesh Ranjan, Praveen S.
Contributor: eb™ Research Team
Cutting Through The Online Review Jungle – Exploring Strategic Patterns Of E-WOM Handling
Consumers frequently consult online reviews before making purchase decisions. In today’s online environment, however, we find an abundance of online reviews for most products and services. In turn, Read More »
Incumbent Advertising Response To Market Entry: Exploring The Effect Of Switching Costs In The
Growing overall competition, derived from both regulatory and structural changes, has promoted the study of incumbent reaction to market entry. Recently, the rise in low cost entry sector wide, has Read More »
A Valid Typology Or Just Another Two-By-two? Revisiting The Price-quality-Map
In scientific research, the price-quality-map has been used in several settings. However, the concept itself has not received a lot of attention by empirical researchers. To close this research gap, Read More »
How Brand Portfolio Diversity Can Mitigate Competitive Environment Effects On Firm Performance
In this paper, the relationship between a firm’s competitive environment and brand portfolio diversity is examined. Specifically, by adopting a strategic management stance, brand portfolio Read More »
Brand Equity And Strategic Human Resource Management: Can Companies Bask In The Glory Of Their
Research and practical observations indicate that applicants are attracted to strong brand companies as they assume that these companies invest in them on the basis of strategic human resource Read More »
Investigating The Effects Of Mailing Variables And Endogeneity On Mailing Decisions
Determining the optimal amount of mailings being sent to customers is crucial and requires the specification of relevant mailing variables. Therefore we distinguish different mailing types and sizes Read More »