Marketing Messaging
Fact Or Fiction? The Impact Of Framing Product Information On Consumer´s Attitude Towards A Food
Food marketers have to decide whether scientifically sound, but cumbersome health claims are to be preferred over claims triggering health-related associations in a non-scientific, storytelling Read More »
Author: Jessica Aschemann-Witzel, Klaus G Grunert, Lisa E Bolton
Contributor: eb™ Research Team
Positive And Negative E-WoM Of Hedonic And Utilitarian Consumption
Positive (negative) electronic word-of-mouth (eWOM) is likely (unlikely) to motivate consumers’ purchase decisions. Negative information cues are stronger than positive information cues to affect Read More »
Author: Hung-Pin Shih, Liang-Chih Yang, Jian-Shiun Hu, Cheng-Hsiung Chiang
Contributor: eb™ Research Team
Towards A Re-Conceptualisation And Measurement Of Services Brand Identity
The paper focuses on conceptualizing and measuring brand identity in services. We develop a valid and reliable scale to measure services brand identity. The lack of a consumer-based conceptualisation Read More »
Author: Vandana Pareek, Tina Harrison, Dahlia El-Manstrly
Contributor: eb™ Research Team
Shopping Via Smartphones – An Investigation On Selected Drivers And Consequents Of Customers’
Online shops accessible through smartphones present retailers with the challenge to create a shopping environment that effectively complements the conventional online shop. So far, research focuses Read More »
Effects Of Psychological Distance In Brand-Related Social Media Posts On Consumers’ Evaluation
This study examines the effects of temporal and spatial distance in negative online brand post narratives on consumers’ evaluations of brands. Drawing on construal level theory, the authors Read More »
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