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Do We Matter? The Attention Policy Makers, Academics, and the General Public Give to Accounting Research

Burton, F. Greg - 2020

Many question the value of accounting scholarship to society. We compared the attention the general public, policy makers, and academics give to academic accounting research relative to other business disciplines and other more general disciplines (economics, psychology, and other sciences). The...

Persistent link: https://www.econbiz.de/10012853888

Bayesian Consumer Profiling

De Bruyn, Arnaud - 2020

Firms use aggregate data from data brokers (e.g., Acxiom, Experian) and external data sources (e.g., Census) to infer the likely characteristics of consumers and thus better predict consumers' profiles and needs, unobtrusively. We demonstrate that the simple count method most commonly used in...

Persistent link: https://www.econbiz.de/10012855680

Resource-Based Theory in Marketing

Kozlenkova, Irina - 2014

The use of resource-based theory (RBT) in marketing research has increased by more than 500% in the past decade, which suggests its importance as a framework for explaining and predicting competitive advantages and performance outcomes. This article provides a comprehensive review of RBT,...

Persistent link: https://www.econbiz.de/10013053012

Visual Merchandising and Purchasing Behavior for High Involvement Products : A Study of Electronics Outlets

Mehta, Dr. Neha - 2015

Electronics, a high involvement product (HIP), consists of 8 per cent in organized retail industry in India. This category is growing at a rapid pace with many players entering into organized format of retail in this category. Recently many players have also entered into online marketing of...

Persistent link: https://www.econbiz.de/10013017515

Brand the Pricing : Critical Critique

Alam Kazmi, Syed Hasnain - 2015

Brand pricing decision models and established theories in the marketing and econometrics focus typically on assuming the symmetric competing businesses. The empirical generalities are key for strategic marketplace planning. The significance of pricing to customer store and brand choices are...

Persistent link: https://www.econbiz.de/10013021123

Do Consumers Recall Products’ Warning Labels? A Meta-Analysis

Mostafa, Mohamed M. - 2016

quantitatively summarize the results of empirical studies of the direct impact of products' warning labels on consumers' recall. When … on consumers' recall (average effect size = 0.34, aggregate n = 1882). The findings of this study significantly refine … the body of knowledge concerning the impact of products' warning labels on consumers' recall, and thereby offer an …

Persistent link: https://www.econbiz.de/10012988143

Data, Technology & Social Media : Their Invasive Role in Contemporary Marketing

Vel, K. Prakash - 2016

Marketers have paid a huge price for their inability to decipher which trend has come to stay and which one is a fad. Such a challenge has jeopardized the survival of blue-chip brands, as marketers anticipated in vain the end of existing red ocean strategies. Essentially, the traditional...

Persistent link: https://www.econbiz.de/10012994802

Consumer Perceptions of CSR : (How) Is China Different?

Kolk, Ans - 2014

Despite large interest in CSR in China, the role of consumers has been underexplored in empirical research, with studies mainly focused on specific subcomponents of CSR, based on evidence from small, urban samples. Using a country-wide consumer survey, this article examines 1) how Chinese...

Persistent link: https://www.econbiz.de/10013045523

The Effect of Advertising Strategies for the Sale of Message Soap on the Decision Purchase in East Java

Hariyana, Nanik - 2018

Objective – The purpose of this study is to determine the effect of advertising of FMCG products on the decision to purchase those products, and brand loyalty, in East Java.Methodology/Technique – This study examines the effect of television advertising on the decision to purchase and brand...

Persistent link: https://www.econbiz.de/10012922514

Structurally validated scale of measuring the link between corporate storytelling for branding & internal stakeholders' corporate brand perceptions

Nyagadza, Brighton; Kadembo, Ernest M.; Makasi, Africa - In: Cogent business & management 7 (2020) 1, pp. 1-25

The research purpose was to assess the link between corporate storytelling for branding and internal stakeholders' corporate brand perceptions. Nomothetic quantitative explanatory research design anchored on positivist paradigm was applied. Data were collected via physical self-administered...

Persistent link: https://www.econbiz.de/10012655116