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Le "goût des autres" : de la divergence des goûts entre spécialistes et consommateurs ordinaires de films en France
Debenedetti, Stéphane; Larceneux, Fabrice - Université Paris-Dauphine (Paris IX) - 2011
The omnipresence of professional experts in the debates and marketing strategies about movies raises the question of the proximity of their judgments with those of the ordinary consumers. Two theoretical perspectives compete on this matter: that of the divergence or convergence of tastes. Based...
Persistent link: https://www.econbiz.de/10010747574
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Effets du bouche-à-oreille en ligne sur les décisions d’achat : le cas des avis de consommateurs sur plateforme Internet
Cadario, Romain - Université Paris-Dauphine (Paris IX) - 2014
Online consumer reviews (OCR) are conceptualized as a specific form of online word-Of-Mouth, gathering both positive and negative information, numerical (ratings) and textual (comments) information, and which are driven by consumers for consumers on Internet plateforms. In this dissertation, we...
Persistent link: https://www.econbiz.de/10011124198
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Déterminant du comportement de recommandation d'un site web
Vo, Quang Tri - Université Paris-Dauphine (Paris IX) - 2013
Despite of the increasing importance and the high frequency of the action of recommending websites, marketing has not specified reasons for which a person recommends a website more than others, and the determinants of this behavior. Based on an interdisciplinary literature including Marketing,...
Persistent link: https://www.econbiz.de/10011074660
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Proposition d’un modèle de l’influence des normes de la relation de Macneil (1980) sur la satisfaction d’un client vis à vis de son institution financière principale
Perrien, Jean; Elommal, Najoua - Université Paris-Dauphine (Paris IX) - 2005
The purpose of this paper is to present a conceptual model of the influence of the relationship norms proposed by Macneil (1980), both on the customer’s satisfaction, and on the satisfaction predictive capacity. This latest can be measured in term of recommendations and consumer’s loyalty. A...
Persistent link: https://www.econbiz.de/10011073136
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Cultural congruency and shocking buzz campaigns : contrasting the opinions of professionals and consumers
Yahia, Karim Ben; Touiti, Soukeina; Touzani, Mourad - In: Journal of marketing and consumer behaviour in emerging … (2016) 1, pp. 20-33
Buzz marketing in social networks is often seen by announcers as an opportunity to reach the biggest audience. However …, the risk of failure of buzz campaigns proves not to be negligible and its consequences may be serious for the company. In … order to succeed in such buzz campaigns, this research study focuses on cultural aspects, and more particularly on the …
Persistent link: https://www.econbiz.de/10012116483
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Verwendung von Virtual Communities für den Markenaufbau im Internet: Möglichkeiten und Grenzen
Fingerle, Birgit - 2001
Im Mittelpunkt der vorliegenden Diplomarbeit steht die Frage, inwiefern Virtual Communities die Anforderungen an den Markenaufbau im Internet erfüllen können. Virtual Communities erfreuen sich z.T. großer Beliebtheit, weil sie verschiedenen menschlichen Bedürfnissen – etwa dem nach...
Persistent link: https://www.econbiz.de/10010291752
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The effect of marketing spending on sales in the premium car segment: New evidence from Germany
Crespo-Cuaresma, Jesus; Stoeckl, Matthias - 2012
This paper assesses empirically the relationship between marketing expenditures and sales in the premium car segment in Germany. We employ a new data-set which contains model-specific data on sales (i.e. registrations), restyling activities and marketing expenditures at a monthly basis for the...
Persistent link: https://www.econbiz.de/10010293318
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Tuning an Online Shop: Consumer Reactions to E-tailers' Service Quality
Hackl, Franz; Weiss, Bernhard; Winter-Ebmer, Rudolf - 2009
This paper investigates the impact of service quality in e-tailing on site visits and consumer demand (approximated by the last-click- through concept). We use a large representative data set obtained from a price-comparison site which covers most of the national (Austrian) market on e-tailing....
Persistent link: https://www.econbiz.de/10010294860
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99 cent: Price Points in E-Commerce
Hackl, Franz; Kummer, Michael E.; Winter-Ebmer, Rudolf - 2010
Basu (2006) argues that the prevalence of 99 cent prices in shops can be explained with rational consumers who disregard the rightmost digits of the price. This bounded rational behaviour leads to a Bertrand equi- librium with positive markups. We use data from an Austrian price com- parison...
Persistent link: https://www.econbiz.de/10010294875
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Aufbau von Vertrauen in Dienstleistungsinteraktionen durch Instrumente der Kommunikationspolitik - dargestellt am Beispiel der Beratung kleiner und mittlerer Unternehmen -
Enke, Margit; Greschuchna, Larissa - 2005
Veränderte Marktbedingungen stellen hohe Anforderungen an das Marketing von Dienstleistungsunternehmen. Um langfristig am Markt bestehen zu können, ist es für einen Dienstleistungsanbieter entscheidend, das Vertrauen seiner Kunden zu gewinnen. Aufbauend auf theoretischen Grundlagen werden am...
Persistent link: https://www.econbiz.de/10010296594