In the emerging global electronic market, the creation of customer centered websites will become increasingly important. This paper uses Kano's Model of Quality to develop a conceptual framework for investigating features in the web environment that satisfy basic, performance, and excitement...

A goal of measuring the effectiveness of online advertising is to predict the impact of advertising on the users perception of the advertised brand. Historically these models have been parameterized using survey data only and the bias inherent in such surveys is discussed in isolation. In this...

Reaching into consumers' minds and extracting knowledge about their experience during consumer – brand interaction has been one of the dominating areas of research in marketing. Attempts to provide brand equity measurements based on the consumer perspective have seen light in literature, with...

Advances in data collection have made it increasingly easy to collect information on advertising exposures. However, translating this seemingly rich data into measures of advertising response has proven difficult, largely due to concerns that advertisers target customers with a higher propensity...

The online purchase in India is evolving fast and has the potential to grow exponentially in the times to come, as the internet penetration reaches far and wide across the country. The breakthrough in the internet technology has actually rendered an exhaustive globe rather a small market place...

With the growing influence of online social media, firms increasingly take an active role in interacting with consumers in social media. For many firms, their first step in online social media is management responses, where the management responds to customers’ comments about the firm or its...

With the proliferation of social media, questions have begun to emerge about its role in providing marketing insights. In this research, we investigate the potential to “listen in” on social media conversations as a means of inferring brand sentiment. Our analysis employs data collected from...