Marketing
Social Networking Sites As Means To Create Customer Loyalty
In the last few years, Social Networking Sites (SNS) have become very useful for firms, allowing them to attract new customers and to manage the customer-brand relationships. In this context, we Read More »
Author: Noelia Sánchez-Casado, Eva Tomaseti-Solano, Juan-Gabriel Cegarra-Navarro
Contributor: eb™ Research Team
Examining The Relationships Between Integrated Marketing Communications And Brand Equity
Integration of marketing communications has taken on a new imperative and urgency in recent years. One of the most important goals of Integrated Marketing Communications (IMC) is to effectively Read More »
Author: Alejandro Molla, Seric Maja, Irene Gil-Saura
Contributor: eb™ Research Team
Examining The Impact Of Brand Equity On Customer Equity
In this study applying two new macro measures of brand equity and customer equity which are objective, and based on publicly available data, we study the impact of brand equity on customer equity Read More »
Author: Abas Mirzaei, David Gray, Chris Baumann, Steven D’Alessandro, Lester W Johnson
Contributor: eb™ Research Team
Analysis The Compositional Data In Marketing Research
Abstract: The paper is devoted to the usage of constant sum scale in marketing research. These scales are popular in attitude and preference modeling. They belong to the broader group of ipsative and Read More »
From Services To Product: Free-Riding On The Spillover Effects? A Study In The Telecommunication
The current research examines spillover effects from services to product with branded element. Results from a study among 136 participants have shown that customers’ attitudes towards services of a Read More »
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