Showing 1 - 10 of 91
This paper aims to develop a model for knowledge measurement and competitive advantages generation in efficient consumer response (ECR) practices. However, we have also paid attention to other more specific objectives: the identification, selection and validation of indexes to measure...
Persistent link: https://www.econbiz.de/10013098258
Since the industry standard approach to judge on the effectiveness of promotion is based on the impact on expected sales it cannot grasp other impacts in the distribution of future sales. Since retailers operate with very high strategic service level targets (e.g. 98%) high quantiles of the...
Persistent link: https://www.econbiz.de/10012836921
Consumer vulnerability affects billions of consumers worldwide, yet there is no consensus about what constitutes this state or about its consequences for consumers. Indeed, while consumer vulnerability is often invoked in consumer research, it is usually discussed informally, with little...
Persistent link: https://www.econbiz.de/10012840110
Integrated Marketing Communications (IMC) refers to integrating various marketing tools such as advertising, online marketing, public relation activities, direct marketing and sales campaigns to promote brands so that similar message reaches a wider audience. Products and services are promoted...
Persistent link: https://www.econbiz.de/10012962241
Business ought to understand their customers' needs and wants, if they want to remain successful in a competitive market place. Therefore, this chapter introduces its readers to market research as tourism businesses continuously require information on their customers. In this light, a well...
Persistent link: https://www.econbiz.de/10012907541
In this study the dynamics of online product ratings is modeled based on the data for 59 items from 20 product categories. We account not only for the context dependence of subsequent reviews on previously posted reviews, but also for product type (search product or experience product). We...
Persistent link: https://www.econbiz.de/10012909364
The main objective of the study is to determine the level of dependence between relationship marketing and the level of customer loyalty to the brand. The study was conducted through a quantitative approach using the CAWI method. Relationships were determined by several factors. The loyalty...
Persistent link: https://www.econbiz.de/10012888387
This study, to begin with, throws some light on Indian retail scenario, concept of visual merchandising and impulse buying and then attempts to explore the relationship between the factors of visual merchandising and consumers' demographics so as to analyze the impact of visual merchandising on...
Persistent link: https://www.econbiz.de/10012891018
This study relies on the social identity perspective to explore the relationships between the consumer-brand identification (CBI) construct and the customers' satisfaction, commitment, trust and loyalty toward hospitality brands. The methodology included a confirmatory factor analysis (CFA) that...
Persistent link: https://www.econbiz.de/10012892026
To advance understanding of how well different types of brand relationships drive customer brand loyalty and to help companies improve the effectiveness of their relationship-building investments, this article conducts a meta-analysis of the link between five consumer-brand relationship...
Persistent link: https://www.econbiz.de/10012892343