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Personnalisation du merchandising en ligne : identification des réactions des internautes.
DE PECHPEYROU, Pauline - Université Paris-Dauphine
journals have underlined the opportunities of such a strategy in terms of cross-selling and up-selling. Online personalization … could even be an efficient way to increase customer loyalty (Holland and Baker, 2001). However, if online personalization … has been extensively studied in Information Systems research, web users’ reactions to such personalization are not well …
Persistent link: https://www.econbiz.de/10009195332
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Consumer Culture and Purchase Intentions towards Fashion Apparel
Rajagopal - Escuela de Graduados en Administración Pública y … - 2010
This study examines the effectiveness of different fashion marketing strategies and analyzes of the consumer behavior in a cross-section of demographic settings in reference to fashion apparel retailing. This paper also discusses the marketing competencies of fashion apparel brands and retailers...
Persistent link: https://www.econbiz.de/10008764147
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Optimizing the Marketing Interventions Mix in Intermediate-Term CRM
Rust, Roland T.; Verhoef, Peter C. - In: Marketing Science 24 (2005) 3, pp. 477-489
We provide a fully personalized model for optimizing multiple marketing interventions in intermediate-term customer relationship management (CRM). We derive theoretically based propositions on the moderating effects of past customer behavior and conduct a longitudinal validation test to compare...
Persistent link: https://www.econbiz.de/10008787883
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The Effect of Cultural Orientation on Consumer Responses to Personalization
Kramer, Thomas; Spolter-Weisfeld, Suri; Thakkar, Maneesh - In: Marketing Science 26 (2007) 2, pp. 246-258
cultural orientation on responses to personalization. Finally, both individualistic and collectivistic consumers respond more …
Persistent link: https://www.econbiz.de/10008787889
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Modeling Online Browsing and Path Analysis Using Clickstream Data
Montgomery, Alan L.; Li, Shibo; Srinivasan, Kannan; … - In: Marketing Science 23 (2004) 4, pp. 579-595
Clickstream data provide information about the sequence of pages or the path viewed by users as they navigate a website. We show how path information can be categorized and modeled using a dynamic multinomial probit model of Web browsing. We estimate this model using data from a major online...
Persistent link: https://www.econbiz.de/10008789718
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Customized Products: A Competitive Analysis
Syam, Niladri B.; Ruan, Ranran; Hess, James D. - In: Marketing Science 24 (2005) 4, pp. 569-584
This paper investigates the competitive market for mass-customized products. Competition leads to surprising conclusions: Manufacturers customize only one of a product's two attributes, and each manufacturer chooses the same attribute. Customization of both attributes cannot persist in an...
Persistent link: https://www.econbiz.de/10008789785
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Increasing web survey response rates in innovation research: An experimental study of static and dynamic contact design features
Sauermann, Henry; Roach, Michael - In: Research Policy 42 (2013) 1, pp. 273-286
key contact design features such as personalization, incentives, and the exact timing of survey contacts on web survey … scientists and engineers. The results show that personalization increases the odds of responding by as much as 48%, while lottery …
Persistent link: https://www.econbiz.de/10011046451
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The celebritization of society and culture: understanding the structural dynamics of celebrity culture
Driessens, Olivier - London School of Economics (LSE) - 2013
celebritization are driven by three separate but interacting moulding forces: mediatization, personalization and commodification. …
Persistent link: https://www.econbiz.de/10011126349
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Personalization according to politicians: a practice theoretical analysis of mediatization
Driessens, Olivier; Raeymaeckers, Karin; Verstraeten, Hans - London School of Economics (LSE) - 2010
the highly integrated media. This is demonstrated by studying politicians' personalization, not as a product of media … the mediatization and personalization process. …
Persistent link: https://www.econbiz.de/10011126677
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Personnalisation du merchandising en ligne : identification des réactions des internautes
de Pechpeyrou, Pauline - Université Paris-Dauphine (Paris IX) - 2007
journals have underlined the opportunities of such a strategy in terms of cross-selling and up-selling. Online personalization … could even be an efficient way to increase customer loyalty (Holland and Baker, 2001). However, if online personalization … has been extensively studied in Information Systems research, web users’ reactions to such personalization are not well …
Persistent link: https://www.econbiz.de/10011073396