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An expeditin of brand identification to evangelism with mediating effect of love and loyalty

Koner, Souren; Gupta, Tanushree; Malewar, Sonali - In: Thailand and the world economy 41 (2023) 2, pp. 62-84

The branding progression is moulded in several phases, from identifying the brand and continuing to its evangelism. The paper investigates the complex relationship between how brand identification leads to brand love, which eventually creates brand loyalty, and all of them together lead to brand...

Persistent link: https://www.econbiz.de/10014439350

The effect of lockup and persuasion on online investment decisions: An experimental study in ICOs

Bruckner, Moritz T.; Steininger, Dennis M.; Thatcher, … - In: Electronic Markets 33 (2023) 1

Many firms use social media (SM) to solicit online investments. In this study, we examine the interaction between SM attributes and online-investment attributes to determine how this interaction shapes users' investment decisions. Specifically, we investigate initial coin offerings (ICOs) as an...

Persistent link: https://www.econbiz.de/10015191377

Acceptance of mobile loyalty cards in the German B2C consumer goods market

Schneider, Sandra - In: International Journal of Management and Economics 57 (2021) 1, pp. 85-102

The consumer goods market is characterized by strong competition. Thus, to bind customers to the company, a higher priority needs to be attributed to customer retention measures. Such measures include the loyalty card, but the use of the physical card is declining. To counteract this decline,...

Persistent link: https://www.econbiz.de/10015192101

Don't tell me stories: The narratives of retirement and their relation with brand associations

Hajdas, Monika; Radomska, Joanna; Szpulak, Aleksandra; … - In: International Journal of Management and Economics 58 (2022) 1, pp. 17-32

Purpose: The concept of cultural branding based on various narratives has been established in the marketing literature, but there is a lack of studies linking this concept with brand-related effects. The aim of this paper is to explore and explain the possible relationships between various brand...

Persistent link: https://www.econbiz.de/10015192134

Empowering users to control ads and its effects on website stickiness

Werner, Dominick; Adam, Martin; Benlian, Alexander - In: Electronic Markets 32 (2022) 3, pp. 1373-1397

Website providers find it increasingly difficult to convince users to accept advertisements (ads) on their websites. In this study, we investigate ad quantity customization (AQC) as a practice to counter these challenges. AQC refers to the technological means through which website providers...

Persistent link: https://www.econbiz.de/10015192466

Digital Mobile Advertising: A Pitching Research Letter

Maseeh, Haroon Iqbal - In: Journal of Accounting and Management Information … 18 (2019) 4, pp. 640-646

This pitch research letter applies the pitching template developed by Faff (2015; 2019) to an academic project titled "Impact of digital mobile advertising on customers' purchase intention; mediating role of customer motivation and customer perception". This PRL forms a framework for a research...

Persistent link: https://www.econbiz.de/10015195887

How Did They Make It? An Examination of Online Personal Branding: A Pitch

Wong, Charlane - In: Journal of Accounting and Management Information … 16 (2017) 3, pp. 413-420

This paper applies Faff (2017)'s pitching template to an academic research topic in marketing. Specifically, I will provide a reflection on the use of this pitching template and encourage other academic researchers to utilize this template for their research topics.

Persistent link: https://www.econbiz.de/10015196020

Impact of Youtube Advertising on Purchase Intention: A Pitch

Rehman, Mehak; Maseeh, Haroon Iqbal - In: Journal of Accounting and Management Information … 19 (2020) 4, pp. 805-811

Internet technology has proved its worth in every field of life. Due to its vast penetration, organisations started using this technology as a marketing platform. YouTube is one of the online platforms which is subscribed by millions of users and has become a reliable chanel for advertising....

Persistent link: https://www.econbiz.de/10015196055

The effectiveness of gamification in the online and offline qualitative marketing research

Ścibor-Rylski, Michał - In: Journal of Marketing and Consumer Behaviour in Emerging … (2021) 2, pp. 57-64

Gamified market research tools help to increase respondents' engagement and obtain more in- depth results. Up till now the effects of gamification have been tested in the offline environment. The COVID-19 pandemic changed the world of the qualitative research and also triggered a need to...

Persistent link: https://www.econbiz.de/10015207093

The attitude of children and parents towards children influencers

Kołaszewska, Izabela; Kacprzak, Agnieszka - In: Journal of Marketing and Consumer Behaviour in Emerging … (2022) 2, pp. 4-23

placement in influencer video than their parents suspect. Many parents declare that they are against such content on social … media, while children see nothing wrong with promotional content and believe that it is natural. As far as the emotional … familiar with such content. Being exposed to product placement in influencer videos also impacts the behavioural aspect of …

Persistent link: https://www.econbiz.de/10015207102