Marketing
Customer-Centricity In Emerging Markets: 4a’S And Value Co-Creation
Success cases in emerging markets show firms that have adopted a customer-centric approach, embracing local differences and co-creating solutions with local actors. Meanwhile, failures often involve Read More »
A Negation Bias In Word Of Mouth
We find that consumers use more negations (e.g., “not fast” instead of “slow”) in word-of-mouth describing experiences that are incongruent with brand image, such as slow service at a Read More »
Author: Peeter Verlegh, Camiel Beukeboom, Christian Burger
Contributor: eb™ Research Team
Scanning Customers’ Emotions While Watching Advertising: Application Of Real-Time Automated
Measuring a person’s emotional state is one of the most challenging undertakings in marketing. Using automated systems for scanning respondent’s facial expressions is a novel approach to this Read More »
Author: Sven Henkel, Michael Loeffler, Niels Neudecker, Martin Einhorn, Harald Schuster, Julia Sauermann
Contributor: eb™ Research Team
Message Strategies Of Award-Winning Marketing Communications In Europe
This paper aims to contribute to existing knowledge regarding characteristics of successful marketing communications and assess the relationship between message strategy and marketing communication Read More »
Author: Christos Livas, Markos Marios Tsogas, Ioannis Lionis
Contributor: eb™ Research Team
The Smile Appeal: Emotional Contagion From Smiling Models Affects Consumer Attitudes For
Smiling faces appear frequently in marketing communications, but so far they have received scant attention from marketing researchers. This study assesses the effects of including pictures of smiling Read More »
Author: Hanna Berg, Magnus Söderlund, Annika Lindström
Contributor: eb™ Research Team
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