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Measuring Electronic Word-of-Mouth Effectiveness : Developing and Applying the eWOM Trust Scale

Weitzl, Wolfgang - 2017

Wolfgang Weitzl introduces a novel perspective for measuring consumer trust in eWOM by applying a rigid scale development process. In doing so, the research aims to set new methodical standards for developing reliable, valid and practicable research instruments. Most importantly, however, the...

Persistent link: https://www.econbiz.de/10012396188

Brand Hate : Navigating Consumer Negativity in the Digital World

Kucuk, S. Umit - 2016

emotional detachment consumers generate against valued brands and how negative experiences affect their and other consumers … which lead to anti-branding and how consumers choose to express their dissatisfaction with a company on individual and … Marketing, Journal of Retailing and Consumer Services, Journal of Research for Consumers, Marketing Theory, and Technovation …

Persistent link: https://www.econbiz.de/10012398189

Energy Branding : Harnessing Consumer Power

Larsen, Friðrik - 2017

of energy as a commodity business and a consumer brand, as well as the perception of energy consumers across Europe …. Topics discussed include green energy, the liberalization of the electricity industry, and the relationship between consumers …

Persistent link: https://www.econbiz.de/10012398359

Strategic Retail Management : Text and International Cases

Zentes, Joachim - 2017 - 3rd ed. 2017

This book is devoted to the dynamic development of retailing. The focus is on various strategy concepts adopted by retailing companies and their implementation in practice. This is not a traditional textbook or collection of case studies; it aims to demonstrate the complex and manifold questions...

Persistent link: https://www.econbiz.de/10012396187

Ethics and Neuromarketing : Implications for Market Research and Business Practice

Thomas, Andrew R. (ed.); Pop, Nicolae Alexandru (ed.); … - 2017

This book addresses the emerging field of neuromarketing, which, at its core, aims to better understand the impact of marketing stimuli by observing and interpreting human emotions. It includes contributions from leading researchers and practitioners, venturing beyond the tactics and strategies...

Persistent link: https://www.econbiz.de/10012396207

Social Media Marketing : Emerging Concepts and Applications

Heggde, Githa (ed.); Shainesh, G (ed.) - 2018

social media in marketing for different sectors. Primarily focusing on understanding digital consumers, the book integrates …. Shadow Side of Social Media Marketing -- SECTION II: Understanding Digital Consumers -- Chapter 6. Exploring The Relationship …

Persistent link: https://www.econbiz.de/10012396217

Social Commerce : Marketing, Technology and Management

Turban, Efraim - 2016 - 1st ed. 2016

This is a multidisciplinary textbook on social commerce by leading authors of e-commerce and e-marketing textbooks, with contributions by several industry experts. It is effectively the first true textbook on this topic and can be used in one of the following ways: Textbook for a standalone...

Persistent link: https://www.econbiz.de/10012396235

Social Media Management : Technologies and Strategies for Creating Business Value

Van Looy, Amy - 2016

This undergraduate textbook adopts the perspective of organizations - not individuals - and clarifies the impact of social media on their different departments or disciplines, while also exploring how organizations use social media to create business value. To do so, the book pursues a uniquely...

Persistent link: https://www.econbiz.de/10012396236

Business Opportunities in the Pacific Alliance : The Economic Rise of Chile, Peru, Colombia, and Mexico

Spillan, John E. - 2017

This book provides a solid overview of trade and business opportunities in the Pacific Alliance, focusing on the key drivers of economic growth and development in Chile, Peru, Colombia, and Mexico. It addresses the political, economic, and social benefits that accrue when commerce and markets...

Persistent link: https://www.econbiz.de/10012396255

Online Brand Communities : Using the Social Web for Branding and Marketing

Martínez-López, Francisco J. - 2016 - 1st ed. 2016

motivating factors for consumers to join, participate and stay in a community. The process of value creation in communities is …

Persistent link: https://www.econbiz.de/10012396282