Marketing
Measuring The Effectiveness Of Technology-based Marketing Strategies From The Consumer Perspective
Purpose – Marketers are increasingly spoilt for choice as to which emerging technology to use for the purpose of enhancing their company’s competitive advantage. Accordingly, there is an inherent Read More »
Author: Roger Brooksbank, Sam Fullerton, Larry Neale
Contributor: eb™ Research Team
Technology-Based Marketing Strategies Through The Consumer Lens: How Might Perceptions Of
Today, digital technologies are being routinely incorporated within most companies' marketing strategies, and ongoing advancements mean that marketers are increasingly challenged as to which ones to Read More »
Author: Roger Brooksbank
Contributor: Sam Fullerton, Steven Miller eb™ Research Team
Rituals Enhance Self-Brand Connection: The Role Of Time Perception
“Twist, Lick, Dunk!” Although Oreo has never explicitly recognized these three special actions as a brand ritual, it does educate consumers to perform a series of fixed and sequential behaviors Read More »
Consumer Responses To Premium Framing: Better To Offer The Target Product As A Free Gift?
Premium promotion, which is widely adopted by retailers, involves offering a free product or service to consumers if they purchase certain products and services (D’Astous and Jacob 2002). Previous Read More »
Millionaires On Instagram: Millennials’ Display Of Experiential Luxury And Personal Branding
Modern luxury research draws upon the concept of conspicuous consumption, the act of publicly displaying luxury goods as a means of showing-off one’s wealth (Veblen, 1899). Millennials are Read More »
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