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 »
