Essays on congruence theory in marketing PDF Download
Are you looking for read ebook online? Search for your book and save it on your Kindle device, PC, phones or tablets. Download Essays on congruence theory in marketing PDF full book. Access full book title Essays on congruence theory in marketing by Robér Rollin. Download full books in PDF and EPUB format.
Author: Robér Rollin Publisher: Springer Nature ISBN: 3658393645 Category : Business & Economics Languages : en Pages : 177
Book Description
Digital products are intangible goods, mainly presented visually and acoustically to consumers in the form of videos, images, texts, and music that can be bought, downloaded, or streamed via various web stores. Their consumption primarily fulfills hedonic needs. Before purchasing, a consumer's interaction with a digital product is always mediated by technology. Therefore, consumers cannot directly judge the quality through "touch and feel" experiences. This book diminishes the ability to evaluate digital products. Therefore his thesis seeks to answer which product attributes have an impact on consumers' product evaluation, and purchase intention.
Author: Robér Rollin Publisher: Springer Nature ISBN: 3658393645 Category : Business & Economics Languages : en Pages : 177
Book Description
Digital products are intangible goods, mainly presented visually and acoustically to consumers in the form of videos, images, texts, and music that can be bought, downloaded, or streamed via various web stores. Their consumption primarily fulfills hedonic needs. Before purchasing, a consumer's interaction with a digital product is always mediated by technology. Therefore, consumers cannot directly judge the quality through "touch and feel" experiences. This book diminishes the ability to evaluate digital products. Therefore his thesis seeks to answer which product attributes have an impact on consumers' product evaluation, and purchase intention.
Author: Frederic Nimmermann Publisher: Springer Nature ISBN: 3658284218 Category : Business & Economics Languages : en Pages : 213
Book Description
A progress in technologies, the increasing expansion and use of digital environments lead to remarkable shifts of business activities. These transformations not only impact business but also affect consumers’ attitudes, beliefs, and practices. Thus, Frederic Nimmermann sheds light on consumer behavior in central subareas in digital environments such as advertising. Six essays address specific phenomena in these central subareas for a more profound understanding of consumers and their related behavior. Both academia and practitioners profit from the results and implications of this study. About the Author: Frederic Nimmermann works as a research assistant at the Chair of Marketing and Retailing at the University of Siegen. His research focuses on consumer behavior in digital environments.
Author: Zhefan Chen Publisher: ISBN: Category : Languages : en Pages : 53
Book Description
The research examines whether the congruence of various forms of personality – consumer personality, brand personality and media personality – will increase consumers’ positive attitude towards a brand in the context of marketing communications (e.g., advertisement). The article uses the SEM approach to introduce an overall model, which reveals and explains the mechanism of how various types of personality can form a synergy and therefore determine consumers’ attitudes towards a brand. The results have clear economic significance and suggest that brand managers should view brand personality in a more comprehensive way and increase the congruence of various types of personality in brands’ advertisement campaigns.
Author: M. Joseph Sirgy Publisher: Praeger ISBN: Category : Computers Languages : en Pages : 256
Book Description
Self-Congruity provides a comprehensive understanding of the self-concept, integrating the many references to it in the psychological literature. Using his previous findings, the author considers cognitive-versus-affective phenomena, and intrapersonal, interpersonal, situational, and analytic modes. He then applies his integrated theory to the problem of change in self-concept and behavior.
Author: Daniel Kern Publisher: Springer Science & Business Media ISBN: 3834962279 Category : Business & Economics Languages : en Pages : 150
Book Description
Daniel Kern provides an answer on how to implement the theoretical concepts into day-to-day business of multinational corporations through the empirical validation of SCM models and in-depth casestudies. The four essays cover research on inter-firm collaboration, supply risk management, purchasing competences and research on measuring and benchmarking SCM efforts.
Author: Tanja Fink Publisher: Springer Nature ISBN: 3658346515 Category : Business & Economics Languages : en Pages : 237
Book Description
The knowledge on how to influence user engagement metrics and thereby brand visibility plays a crucial role in influencer branding – both for social media influencers as well as marketers. Based upon two holistic empirical models and the analysis of real-world data, Tanja Fink is able to show important drivers of user engagement in influencer branding. Therefore, the author is building upon established models from research in celebrity endorsement, product placement and social media marketing. The profound empirical results reveal surprising and highly relevant insights for brand managers which call for a more conscientious (visual) integration of brands in user-generated content (UGC) on Instagram. In addition, the author detects several mechanisms for increasing user engagement while preventing user reactance towards the brand endorsement.
Author: Markovic, Stefan Publisher: Edward Elgar Publishing ISBN: 1839105429 Category : Business & Economics Languages : en Pages : 448
Book Description
Bringing together different theoretical perspectives on brand co-creation and discussing their practical applicability and ethical implications, this Research Handbook explores emerging notions of brand construction which view brands as co-created through collaborative efforts between multiple stakeholders.
Author: Robér Rollin
Author: Robér Rollin
Author: Frederic Nimmermann
Author: George Fisk
Author: Zhefan Chen
Author: M. Joseph Sirgy
Author: Daniel Kern
Author: Tanja Fink
Author: 
Author: Markovic, Stefan
Author: Janet T. Landa