Marketing
How Do Platform-Based Networks Shape Systemic Value Creation Through Experiences?
Understanding how to create valuable experiences for consumers and firms has been a priority for marketing researchers and practitioners (Lemon and Verhoef, 2016) as experiences are increasingly Read More »
Brand Fan(atic)s: When Excessive Brand Loyalty Sends The Wrong Signal
Consumers use brands in many combinations—from mixing-and-matching multiple brands (multi-brand combination; e.g., Nike shoes, Adidas shirt, Asics pants) to using only a single brand (mono-brand Read More »
Individual-level Carryover-Parameters In Reference-Price Models
Reference-price models applied to real purchase data have a long history in marketing and consumer research (Winer 2014). Here, the researcher assumes that product choice is driven by deviations Read More »
A Systematic Literature Review Of Brand Commitment: Definitions, Perspectives And Dimensions
Although the relevance of consumer brand commitment is well recognized in the marketing literature, the multiple definitions, dimensions and conceptual approaches to the construct make it ambiguous Read More »
Author: Sergio Andrés Osuna Ramírez, Cleopatra Veloutsou, Anna Morgan-Thomas
Contributor: eb™ Research Team
Promoting Pi Day: Consumer Inferences About Special Day-Themed Promotions
Using marketing promotions to attract customers is so prevalent that it takes something special for a given promotion to stand out (Kalwani and Yim 1992). In the Internet age, firms can ensure that a Read More »
Author: Daniel M. Zane, Kelly L. Haws, Rebecca Walker Reczek
Contributor: eb™ Research Team
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