Marketing
Multiplicity Of Electronic Distribution Channels: A Consumer-Based Overview And Categorisation
The range of Internet-enabled devices that shoppers use to search for product information or to purchase online expands. Based on the findings of a first qualitative study, we provide an overview of Read More »
Author: Gerhard Wagner, Julian Kellner, Hanna Schramm-Klein, Sascha Steinmann, Bernhard Swoboda
Contributor: eb™ Research Team
Carried Away By The Underdog Brand: Source Advantages In Brand Biographies
This research examines underdog brand biographies— narratives on brands’ passion and determination leading to success despite the lack of resources (Paharia et al., 2011)—and shows positive Read More »
Evoking Imagery Through Advertising On A Smartphone
The present research examines mental imagery elicited by advertising in the mobile medium. Using a factorial experimental design, we examine the influence of the type of message –SMS vs. MMS– and Read More »
Branded Apps: Explaining The Effects Of App Use On Brand Equity
The aim was to examine a) whether interacting (vs not interacting) with branded apps influences consumer’s cognitive and affective brand equity, (b) which type of branded app (i.e., informational Read More »
Author: Guda Van Noort, Eva A. Van Reijmersdal, Susan Hoogendoorn
Contributor: eb™ Research Team
The Moderating Role Of Perceived Relationship Investment On The Dynamics Of Identification,
The recent expansion of new technologies offers many opportunities for brand building. This paper adds to the extant literature by investigating the determinants of the success of brand social Read More »
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