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A causal structure analysis of advertising effects on attitudes toward foreign brands
Yi, Chull-Young - 1991
The present study examined the causal structure of advertising effects on consumers' attitude toward foreign brands in an advertising situation. The objectives of the study were to investigate effects of various factors regarding advertising, country perceptions and product on brand attitude,...
Persistent link: https://www.econbiz.de/10009477636
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Health claims and consumer skepticism: The influencing effects of information type, sponsor reputation, and information channel
Caudill, Eve Martha - 1995
This dissertation research examines consumer skepticism and the possible mitigating effect of credibility on consumers' behavior in the marketplace. Of particular interest to this research is the interaction between the credibility of a set of information and consumers' skepticism toward a...
Persistent link: https://www.econbiz.de/10009477878
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Internet advertising: A selectivity model approach to analyzing gender differences in information processing.
Wolin, Lori D. - Florida Atlantic University
sphere of gender which is a critical factor in developing sales and marketing strategy and commonly used as a basis for … sphere of gender which is a critical factor in developing sales and marketing strategy and commonly used as a basis for …
Persistent link: https://www.econbiz.de/10009431365
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The role of international marketing channels in economic development: A structural analysis of the effects of exporting and importing on economic level and basic needs.
Mullen, Michael R. - The University of North Carolina at Chapel Hill
International marketing is growing in volume and importance for firms. Consequently, the impact of international … marketing on society has also taken on additional importance. Distribution through international marketing channels, often … referred to as exporting and importing, is the most frequently researched aspect of international marketing. Many marketing …
Persistent link: https://www.econbiz.de/10009431626
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Entrepreneurship and management
International Conference on Applied Economics <10.> - 2019
Persistent link: https://www.econbiz.de/10012204502
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Entrepreneurship and Management
Balcerzak, Adam P. (ed.); Pietryka, Ilona (ed.) - Międzynarodowa konferencja z cyklu "Współczesne … - 2017
Persistent link: https://www.econbiz.de/10011958305
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From Art to Marketing : The Relevance of Authenticity to Contemporary Consumer Culture
Massi, Marta - 2023
relevance to marketing management. The author draws on several disciplines, including arts, philosophy, sociology and psychology … Marketing: Reality or Oxymoron -- 4. Building Brand Authenticity: The Managerial Perspective -- 5. Authenticity: Is It Really …, as well as focusing on important sub-fields within the field of marketing such as consumer behaviour and tourism …
Persistent link: https://www.econbiz.de/10014229300
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The Company that You Keep: When to Buy a Competitor's Keyword
Shin, Woo Choel - 2010
Search advertising refers to the practice where advertisers place their text-based advertisement on the search engine's result page along with the organic search results. With its growing importance, search advertising has seen a recent surge in academic interest. However, the literature has...
Persistent link: https://www.econbiz.de/10009475368
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Unstable Consumer Learning Models: Structural Estimation and Experimental Examination
Lovett, Mitchell James - 2008
This dissertation explores how consumers learn from repeated experiences with a product offering. It develops a new Bayesian consumer learning model, the unstable learning model. This model expands on existing models that explore learning when quality is stable, by considering when quality is...
Persistent link: https://www.econbiz.de/10009475416
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Underlying Contextual Effects Leading to over Consumption: Extremeness Aversion and Bundling
Sharpe, Kathryn Michelle - 2008
Obesity is now a global problem. Within the U.S., the rise in obesity has been largely driven by the increase in caloric consumption. By specifically observing the practices in the fast food industry, this dissertation examines two factors, portion sizes and bundling, to answer the question,...
Persistent link: https://www.econbiz.de/10009475450