Brand Love: A Unitary Or Multiplex Phenomenon?
Brand love can be considered as the most intensive consumer brand relationship. It has become a hot topic in research as well as in marketing practice. Surprisingly, the fundamental question whether Read More »
Author: Tobias Langner, Alexander Fischer, Jochen Kühn
Contributor: eb™ Research Team
What Drives Customers’ Loyalty And Willingness To Pay Over Time: A Comparative Study Of The
Previous research has identified customer satisfaction (CS) and customer–company identification (CCI) as two of the most important concepts in relationship marketing. Despite their proclaimed Read More »
Author: Till Haumann, Benjamin Quaiser, Jan Wieseke, Mario Rese
Contributor: eb™ Research Team
The Moderating Role Of Loyalty And Satisfaction On The Effectiveness Of Altruistic And Egoistic
The purpose of this paper is to identify motivation underlying voluntary payments in anonymous pay what you want settings on the internet. Considering Batson’s theoretical framework of altruistic Read More »
Chair: Pay-What-you-Want – A Field Experiment On Anonymity And Reference Price Cues
Pay-what-you-want (PwYw) is an empirically underresearched pricing method in which consumers have full control over the price they pay. The social norms of perceived anonymity of the payment and Read More »
Understanding Pay-what-you-want Pricing: The Impact Of Situational, Cognitive And Emotional Factors
Pay-what-You-want is a participative pricing mechanism that has gained increased interest from practice and academia. while previous research focused on situational factors and neglected cognitive Read More »
