Implementing Key Account Management: Key Dimensions And Outcomes
Key Account Management (KAM) has emerged as an important concept in business-to-business (B2B) marketing, yet academic research lags in this area. This study based on a review of KAM literature and Read More »
Author: Spiros Gounaris, Nektarios Tzempelikos, Michael Mcdermott
Contributor: eb™ Research Team
Explaining Consumer Brand-Related Activities On Social Media: The Role Of Self-Determination Theory
Consumers often engage in brand-related activities on social media, such as watching brand-related videos, joining brand communities, and writing brand blogs, thus affecting firms’ performances. In Read More »
Author: Alessandro M. Peluso, Lisette De Vries, Simona Romani, Peter S. H. Leeflang, Alberto Marcati
Contributor: eb™ Research Team
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
