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Research Paper

Customer experience (CX) has evolved into a top priority of business executives worldwide. CX is a key determinant of long-term corporate success.

Research Paper

Online lifestyles have been shown to reflect and affect consumers' preferences across a wide range of online scenarios.

Research Paper

The purpose of this article is to identify companies' responses to scandal spillover stemming from their association with tainted social media influencers.

Research Paper

Despite the interest of consumer relationship proneness (CRP) in consumer behavior research and managerial practice in Relationship Marketing, its past conceptualization and measurement bear several shortcomings.

Research Paper

The behavior of users concerning mobile Internet varies significantly throughout the day. Results from existing studies—which generally simply segment one day into morning, afternoon, and evening—often provide inaccurate predictions of the behavior of users.

Research Paper

This study aims to extend our understanding of the customer-service team relationship from a new angle, that is, the customer psychological contract.

Research Paper

The sharing economy is revolutionizing the way consumers use goods and services. The aim of this study is to understand consumer motivations to be satisfied and to continue using ridesharing services.

Research Paper

The purpose of this article is to offer an argument for a wider acceptance and adoption of online auto-ethnography—or auto-netnography as an alternative social media research method to online ethnography—or netnography—when undertaking consumer research.

Research Paper

This article uses the COVID-19 pandemic to demonstrate how our understanding of ethnic inequalities could be improved by greater use of algorithms that infer ethnic heritage from people's names.

Research Paper

Although postmodernism and celebrity culture are closely linked, research attention on this has not been adequately synthesized with ethnic minority groups.

Research Paper

Continuing the stream of luxury brand research that seeks to identify how luxury brands differ from non-luxury brands, we test whether the brand usage and attribute prototypicality influences on consumers' perceptual responses about non-luxury brands extend to luxury brands.

Research Paper

In recent years, the number of surveys, especially online surveys, has increased dramatically. Due to the absence of interviewers in this survey mode (who can motivate the respondents to continue answering), some researchers and practitioners argue that online surveys should not be longer than 20 min.

Research Paper

This article examines the manner in which advertising creativity may be influenced by "near" primes in the form of competitor product information that is presented at the briefing stage of engagement with a client.

Research Paper

Recognizing both literal and figurative meanings is crucial to understanding users' opinions on various topics or events in social media.

Research Paper

Omni-channel retailing has created different shopping paradigms, such as channel hopping, to meet diverse consumer expectations through various channels.

Research Paper

Black, Asian, and Minority Ethnic (BAME) models continue to be underrepresented in advertising within the fashion and beauty industry.

Research Paper

In the past decades, marketing has been revolutionized by digital sources, which provide marketers with rich information on potential consumers.

Research Paper

Given the rapid growth of many Asian economies in recent years, Asian advertising research is attracting increasing attention.

Research Paper

Paradata are a valuable source of information to better understand the response process and to determine how the data collection processes can be improved.

Research Paper

The study focuses on developing a tool to measure the engagement of diabetes patients and to explore its dimensions.

Research Paper

Scholars in different scientific fields and practitioners are analyzing the rise of production and diffusion of fake news and problematic information that is rapidly contaminating the digital world.

Research Paper

Case studies reporting real-world experiences with survey falsification are uncommon. In this article, we document the experience of a panel survey in India that produced TV viewing estimates ("TV ratings") where external parties were illegitimately trying to influence respondents' behavior.

Research Paper

When planning for advertising, an accurate assessment of the impact of advertising is important so that managers can allocate their budgets to maximize the return on each advertising dollar.

Research Paper

The article concentrates on the delineation between children's participation and children's influence in a family purchasing process.

Research Paper

Value-informed pricing strategy, which focuses on determining the price level of products based on consumer value perception, is especially suitable to be applied in digital products rather than industrial ones.