Marketing
EMPLOYING BILLBOARD MARKETING AS A TOBACCO DE-MARKETING STRATEGY FOR YOUNG ADULTS
The current study examined the influence of billboard marketing (independent variable /Color & Size, Celebrity Images, Brand Image & Logo, and Texture and Message; dependent variable / young Read More »
THE MODERATING ROLE OF INDEPENDENT SELF-CONSTRUAL ON THE PERSONALITY FACTORS IMPACTING THE PURCHASE
The demand for counterfeit luxury is increasing due to its accessibility, but the motivator behind purchasing counterfeits is not only related to price. Instead, understanding the role of internal Read More »
EXPLORING CUSTOMER SATISFACTION AND RECOVERY STRATEGIES FOR ONLINE SERVICE FAILURES IN THE LUXURY
The Internet has had a significant impact on interactions between customers and businesses as well as service delivery. Failures of online services are unavoidable; yet, social media presents Read More »
Author: Wilson Ozuem, Samuel Ayertey, Mahnaz Tabassum
Contributor: eb™ Research Team
The Primacy Of Corporate Brand Trust For New Market Entrants
Purpose: The purpose of this paper is to test if the order in which potential customers receive company related information and product related information about a new brand can influence their trust Read More »
I Hate Ads But Not The Advertised Brands: A Qualitative Study On Internet Users' Lived Experiences
Purpose This paper aims to explore Internet users' lived experiences with video ads, both skippable and nonskippable, while watching content on YouTube. Design/methodology/approach In-depth Read More »
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