In this study applying two new macro measures of brand equity and customer equity which are objective, and based on publicly available data, we study the impact of brand equity on customer equity
The video game industry is a branch of the entertainment sector that is of growing cultural and economic relevance. Some video games these days are now produced and marketed with budgets of more than
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
The advent and increasing popularity of smartphones open up new approaches to study people and collect primary data. While market researchers are working to develop appropriate methods for collecting
In questionnaires, items can be presented in a randomized format (items from one scale are mixed with items from other scales) or in a grouped format (same-scale items are presented in the same
