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L’influence de l’ordre des mots sur l’impact des messages publicitaires : une exploration des effets de la loi du second lourd
Mérigot, Philippe - Université Paris-Dauphine (Paris IX) - 2010
transgressing HCL has effects on recall and recognition only in the case of set expressions. Concerning (Aad), our study shows that … the falling melody of the affirmative sentence. Subsequently, we test the effects of transgressing HCL on ads recall and … recognition, and attitude towards the ad (Aad), in two laboratory studies. Finally, we examine the effects on the impact of an …
Persistent link: https://www.econbiz.de/10010705827
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Firm-Created Word-of-Mouth Communication : A Field-Based Quasi-Experiment
Godes, David - 2004
In this paper, we investigate the effectiveness of the firm's proactive management of consumer-to-consumer communication. We are particularly interested in understanding how, if at all, the firm should go about effecting meaningful word-of-mouth. To tackle this problem, we implemented a...
Persistent link: https://www.econbiz.de/10012738050
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La distribución de productos turísticos: Influencia del sector audiovisual a la hora de elegir destino
Vila, Noelia Araújo; Brea, José Antonio Fraiz - Cátedra Fundación Ramón Areces de Distribución … - 2014
Las cifras de visionado de televisión aumentan, así como el interés por ciertos productos audiovisuales, entre ellos las series de ficción. Los espectadores se sienten atraídos por todo lo que las rodea, ya sea trama, personajes, actores o incluso lugares de grabación. De ahí el que...
Persistent link: https://www.econbiz.de/10010937211
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PREDICTORS AND OUTCOMES OF SPORT EVENT EXPERIENTIAL VALUE: INSIGHTS FROM FORMULA ONE PETRONAS MALAYSIA GRAND PRIX
Musa, Rosidah; Kassim, Rezian-na Muhammad - In: International Journal of Management and Marketing Research 6 (2013) 1, pp. 107-120
Value creation for customers in the form of experiences has been gaining attention remarkably. Great customer experiences could fuel surprising wow moments of truth, or perhaps magic moment. In fact, customer experience is destined to act as the tool for differentiation strategy. Quality...
Persistent link: https://www.econbiz.de/10011212171
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Halalan Toyyiban Supply Chain The New Insights in Sustainable Supply Chain Management
Omar, Emi Normalina; Jaafar, Harlina Suzana; Osman, … - Volkswirtschaftliche Fakultät, … - 2013
Purpose: In today’s highly competitive world scenario, in order for logistics and supply chain firms to be successful, resilient and sustainable, halalan-toyyiban supply chain could be the new insight in assisting the firm. Hence, the purpose of this study is to provide a practical definition...
Persistent link: https://www.econbiz.de/10011258634
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Do consumers buy bread and diamond with the same attachment?
Subhani, Muhammad Imtiaz; Hasan, Syed Akif; Osman, Ms. Amber - Volkswirtschaftliche Fakultät, … - 2012
Buying patterns of the country Pakistan has been investigated in regards to high and low involvement products. The investigation has taken various economic indicators namely inflation rate, unemployment rate, interest rate (average) and per capita income (MP) into account. The data years 1991...
Persistent link: https://www.econbiz.de/10011259295
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The potato value chain in Bihar: An assessment and policy implications
Minten, Bart; Reardon, Thomas; Singh, K.M.; Sutradhar, Rajib - Volkswirtschaftliche Fakultät, … - 2011
Introduction. As part of the National Agricultural Innovation Project (NAIP), a potato value chain study was organized in Bihar, in collaboration between the Indian Council of Agricultural Research (ICAR) in Patna, the International Fund for Agricultural Development (IFAD) and the International...
Persistent link: https://www.econbiz.de/10011260649
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The real thing: a profile of the coca cola company
Hartogh, Matthew - Volkswirtschaftliche Fakultät, … - 2007
Competition In its core competency, the Coca-Company has only one serious competitor, the PepsiCo Company, maker of Pepsi-Cola. Current market share of the two companies in the United States stands at 43.7% for Coca-Cola against 31.6% for PepsiCo. British firm Cadbury Schweppes comes in third in...
Persistent link: https://www.econbiz.de/10005260130
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Channel Power in Multi-Channel Environments
Dekimpe, Dekimpe, M.G.; Skiera, Skiera, B. - Erasmus Research Institute of Management (ERIM), … - 2004
In the literature, little attention has been paid to instances where companies add an Internet channel to their direct channel portfolio. However, actively managing multiple sales channels requires knowing the customers’ channel preferences and the resulting channel power. Two key components...
Persistent link: https://www.econbiz.de/10010731388
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Establishing and restructuring marketing channels: An exploratory study of a Taiwanese company in Russia
Low, Wen-Shinn; Cheng, Soo-May - In: Journal for East European Management Studies 14 (2009) 1, pp. 86-86
The rise of emerging markets not only provides opportunities for business growth but also for academic researchers to explore different paradigms in international marketing activities. This article details a case study of how a Taiwanese mother board company establishes and re-structures...
Persistent link: https://www.econbiz.de/10005704638