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The purchase of luxury goods is relatively exclusive, limited, and often merely hypothetical. Thus, luxury goods may be … mental representation, we hypothesized and found in three studies that both consumers and advertisers describe luxury …
Persistent link: https://www.econbiz.de/10011051332
Persistent link: https://www.econbiz.de/10011919441
This study examines the effects of congruity between a parent brand and its extensions with consumers' brand extension evaluations. Two alternative predictions on brand extension evaluations, the fit hypothesis and an inverted U-shaped hypothesis based on Mandler's model, (1982) are contrasted....
Persistent link: https://www.econbiz.de/10003490304
This article constitutes an attempt to answer the question whether social initiatives undertaken by a company influence the consumer attitude towards it. The afore-mentioned aim has been achieved by presenting the results of experimental research. Six scenarios of social initiatives undertaken...
Persistent link: https://www.econbiz.de/10009244087
The article discusses an overview of customer loyalty theoretical framework. It presents both, the classic approach to the subject of loyalty as well as the results of its ongoing evolution. This allowed the identification of factors affecting customer loyalty and a statement that the concept of...
Persistent link: https://www.econbiz.de/10009244299
The importance of knowledge and skills in meeting new challenges in production and distribution is particularly evident in today’s market, which is characterized by a saturation of products and strong competition. To be successful in the market, companies must stand out and be creative and...
Persistent link: https://www.econbiz.de/10009770333
Today's marketing environment is characterized by a surge in multichannel shopping and ever more choice in advertising channels. This requires firms to understand how both digital and traditional advertising drive sales within the same channel (e.g., digital advertising affecting online sales)...
Persistent link: https://www.econbiz.de/10009626237
In dieser Studie wird die Wirkung der Rekrutiererfreundlichkeit und -kompetenz auf den Bewerber und dessen Absicht, den Bewerbungsprozess weiter zu verfolgen, empirisch analysiert. Als theoretisches Fundament dienen das Signaling und die Theory of Reasoned Action. Unter Zuhilfenahme eines...
Persistent link: https://www.econbiz.de/10009712838
This article explores the dilemmas and challenges that hybrid organizations face when developing marketing strategies. Hybrid organizations are organizations that combine tasks and characteristics of governmental organizations, private (for profit) organizations, and non-profit organizations. In...
Persistent link: https://www.econbiz.de/10010244007
We develop a probit choice model under optimal sequential search and apply it to the study of aggregate demand of consumer durable goods. In our joint model of search and choice, we derive a semi-closed form expression for the probability of choice that obeys the full set of restrictions imposed...
Persistent link: https://www.econbiz.de/10010250702