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
