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
Segmentation Of Spatially Dependent Geographical Regions: Model And Application
Spatially Contiguous segments are managerially more attractive in terms of logistical and administrative efficiencies. The research develops and tests a methodology that assigns geographical units Read More »
Author: Rahul Govind, Rabikar Chatterjee, Vikas Mittal
Contributor: eb™ Research Team
The Standardisation-localisation Dilemma For Luxury Fashion Retailers’ Internationalisation Into
This paper considers the standardisation-localisation debate within the context of foreign luxury fashion retailers’ internationalision into the Chinese market. Luxury retailers must balance the Read More »
Author: Sindy (Ling) Liu, Patsy Perry, Christopher Moore
Contributor: eb™ Research Team
The Magnitude Of Company Image Improvement Through Cause Related Marketing
This study investigates to what extent the company image would improve for a company after applying a cause related marketing (CRM) campaign. It is suggested that the magnitude of company image Read More »
