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How brand personality, brand identification and service quality influence service brand equity

Loureiro, Sandra Maria Correia; Costa-Lopes, Rui; … - In: Cogent business & management 1 (2014), pp. 1-12

During the past couple of decades, brand equity has emerged as one of the key concepts in marketing. Literature … concerned with consumer brand relationship is calling for more studies in order to increase understanding of brand equity … variables on brand equity perceived by consumers. Findings support the proposed model in the service industry revealing that …

Persistent link: https://www.econbiz.de/10012036305

Advertisers' perceptions regarding the ethical appropriateness of new advertising formats aimed at minors

Daems, Kristien; Pelsmacker, Patrick de; Moons, Ingrid - In: Journal of marketing communications 25 (2019) 4, pp. 438-456

Persistent link: https://www.econbiz.de/10012203323

New advertising formats : how persuasion knowledge affects consumer responses

Pelsmacker, Patrick de; Neijens, Peter C. - In: Journal of marketing communications 18 (2012) 1, pp. 1-4

Persistent link: https://www.econbiz.de/10009508037

Special issue: New advertising formats

Pelsmacker, Patrick de (contributor) - 2012

Persistent link: https://www.econbiz.de/10009508039

Customer responses to channel migration strategies toward the E-channel

Trampe, Debra; Konuş, Umut; Verhoef, Peter C. - In: Journal of interactive marketing : a quarterly … 28 (2014) 4, pp. 257-270

Persistent link: https://www.econbiz.de/10010470966

Understanding mediators and moderators of the effect of customer satisfaction on loyalty

Chikazhe, Lovemore; Makanyeza, Charles; Chigunhah, Blessing - In: Cogent business & management 8 (2021) 1, pp. 1-19

Customer satisfaction, loyalty and corporate image play a critical role in improving loyalty within the banking sector. The current study examines the mediators and moderators of the effect of customer satisfaction on loyalty. Data were collected from bank customers (n = 308) using a structured...

Persistent link: https://www.econbiz.de/10012656970

The effect of consumer ethnocentrism on the acceptance of imported grocery products in Harare, Zimbabwe

Muchandiona, Charity; Kakava, Nicholas Zivengwa; … - In: Cogent business & management 8 (2021) 1, pp. 1-19

The study investigated the effect of consumer ethnocentrism on the acceptance of imported grocery products in Harare, Zimbabwe. Using a cross-sectional survey of 505 consumers, independent-samples T-test, analysis of variance and structural equation modelling were used to test research...

Persistent link: https://www.econbiz.de/10012628899

Balance and sequence in online reviews : how perceived usefulness affects attitudes and intentions

Purnawirawan, Nathalia; Pelsmacker, Patrick de; Dens, … - In: Journal of interactive marketing : a quarterly … 26 (2012) 4, pp. 244-255

Persistent link: https://www.econbiz.de/10009631544

The showrooming phenomenon : it's more than just about price

Gensler, Sonja; Neslin, Scott A.; Verhoef, Peter C. - In: Journal of interactive marketing : a quarterly … 38 (2017), pp. 29-43

Persistent link: https://www.econbiz.de/10011695169

App adoption : the effect on purchasing of customers who have used a mobile website previously

Liu, Huan; Lobschat, Lara; Verhoef, Peter C.; Hong, Zhao - In: Journal of interactive marketing : a quarterly … 47 (2019), pp. 16-34

Persistent link: https://www.econbiz.de/10012060909