Showing 1 - 10 of 9,563
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
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
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
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
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
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
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
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
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
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