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Austrian Economics as a Basis for a General Marketing Theory
Broeckelmann, Philipp - 2004
Im Marketing konkurrieren eine Reihe von Theorien um Aufmerksamkeit, Unterstützung durch akademische Forschung und … und Soziologie. Alles in allem ist die Marketing-Forschung stark zersplittert. Die vorliegende Arbeit behandelt die … Marketingtheorie. Zuerst beschreibt diese Diplomarbeit verschiedene Konzepte und Probleme des Marketings und der Marketingtheorie …
Persistent link: https://www.econbiz.de/10009467120
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Corporate image in the leisure services sector
Minkiewicz, Joanna; Evans, Jody; Bridson, Kerrie; … - 2011
Purpose – This paper seeks to empirically examine the relationship between corporate image and customer satisfaction in the leisure services sector. It also aims to examine the mediating impact of employees and servicescape on this relationship. Design/methodology/approach – Data were...
Persistent link: https://www.econbiz.de/10009484049
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A novel romance : conceptualising emotional attachment as a barrier to adoption
Read, Wayne; McQuilken, Lisa; Robertson, Nichola - 2010
The Technology Acceptance Model (TAM) aims to understand consumers’ adoption of new technologies. Some 30 years after TAM was first proposed, it is still widely used today. This paper proposes an extended version of the TAM, with the primary addition to it being the construct of consumers’...
Persistent link: https://www.econbiz.de/10009484053
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The fourth hermeneutic in marketing theory
Lowe, Sid; Carr, Adrian; Thomas, Michael; … - University of Western Sydney; College of Social and …; … - 2005
?paradigmapping? and demonstrate that this concept can be employed to transcend incommensurability in the field of marketing. We also … wish to argue the case for considering marketing?s potential as a moral art rather than the amoral science we submit it has …
Persistent link: https://www.econbiz.de/10009482284
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A strategic marketing approach to national development initiatives involving large scale collaborative ventures (LSCV)
Briggs, Maxwell J. - 2006
approach to managing such ventures is outlined, based on strategic marketing theory applied to a major project, the …
Persistent link: https://www.econbiz.de/10009437710
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The effects of sensing and seizing of market opportunities and reconfiguring activities on the organisational resource base
Lings, Ian; Wilden, Ralf; Gudergan, Siegfried - 2009
This study has important implications for marketing theory and practice. In an era of turbulent market environments …
Persistent link: https://www.econbiz.de/10009437894
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An application of the CBBE model to assess brand loyalty for a long haul travel destination
Bianchi, Constanza; Pike, Steven D. - 2010
In the past two decades there has been increasing interest in branding tourism destinations in an effort to meaningfully differentiate against a myriad of competing places that offer similar attractions and facilities. The academic literature relating to destination branding commenced only as...
Persistent link: https://www.econbiz.de/10009438000
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Email advertising : exploratory insights from Finland
Martin, Brett; Van Durme, Joel; Raulas, Mika; Merisavo, … - 2003
Since the advent of the internet, much speculation has ensued regarding its tangible benefits to business. This article looks at the effectiveness of email advertising to promote information to consumers. Within this email promotion context, and using data from a survey of 838 female Finnish...
Persistent link: https://www.econbiz.de/10009438030
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Applying Keller’s brand equity model in a B2B context : limitations and an empirical test
Kuhn, Kerri-Ann; Alpert, F. - 2004
It has been recognised that brands play a role in industrial markets, but to date a comprehensive model of business-to-business (B2B) branding does not exist, nor has there been an empirical study of the applicability of a full brand equity model in a B2B context. This paper is the first to...
Persistent link: https://www.econbiz.de/10009438143
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Experience as a moderator of involvement and satisfaction on brand loyalty in a business-to-business setting 02-314R
Bennett, R.; Hartel, C. E. J.; McColl-Kennedy, J. R. - 2005
. (1998). The role of affect in attitude formation: A classical conditioning approach. Journal of the Academy of Marketing …
Persistent link: https://www.econbiz.de/10009448097