Essays On Congruence Theory In Marketing
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| Author | : Robér Rollin |
| Publisher | : Springer Nature |
| Total Pages | : 177 |
| Release | : 2022-09-30 |
| Genre | : Business & Economics |
| ISBN | : 3658393645 |
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 |
| Total Pages | : 213 |
| Release | : 2019-10-23 |
| Genre | : Business & Economics |
| ISBN | : 3658284218 |
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 | : George Fisk |
| Publisher | : |
| Total Pages | : 486 |
| Release | : 1971 |
| Genre | : Marketing |
| ISBN | : |
Includes index 449-460 pp.
| Author | : Zhefan Chen |
| Publisher | : |
| Total Pages | : 53 |
| Release | : 2015 |
| Genre | : |
| ISBN | : |
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 |
| Total Pages | : 256 |
| Release | : 1986-08-05 |
| Genre | : Computers |
| ISBN | : |
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 | : Tobias Röding |
| Publisher | : Springer Nature |
| Total Pages | : 255 |
| Release | : 2023-01-10 |
| Genre | : Business & Economics |
| ISBN | : 3658405546 |
In this book, Tobias Röding addresses the topic of technology use along different touchpoints in context of different services in retailing, both in offline and online retail, with a total of eight essays. In particular, the interaction of technology use and the frontline employee is also considered and a special focus is placed on aspects of data disclosure by customers. In this context, the essays concentrate in varying degrees on the social interaction between customer, frontline employee and a service-technology, as well as on the balancing of benefits and risks for the customer in a possible disclosure of personal information. Based on the essays' findings, implications for both practice and academia are provided..
| Author | : Daniel Kern |
| Publisher | : Springer Science & Business Media |
| Total Pages | : 150 |
| Release | : 2011-04-20 |
| Genre | : Business & Economics |
| ISBN | : 3834962279 |
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 | : Robert W. Palmatier |
| Publisher | : Springer |
| Total Pages | : 332 |
| Release | : 2017-08-29 |
| Genre | : Business & Economics |
| ISBN | : 3319619853 |
This book provides a synthesis of research perspectives on customer engagement through a collection of chapters from thought leaders. It identifies cutting-edge metrics for capturing and measuring customer engagement and highlights best practices in implementing customer engagement marketing strategies. Responding to the rapidly changing business landscape where consumers are more connected, accessible, and informed than ever before, many firms are investing in customer engagement marketing. The book will appeal to academics, practitioners, consultants, and managers looking to improve customer engagement.
| Author | : Tanja Fink |
| Publisher | : Springer Nature |
| Total Pages | : 237 |
| Release | : 2021-08-23 |
| Genre | : Business & Economics |
| ISBN | : 3658346515 |
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 | : |
| Publisher | : |
| Total Pages | : 576 |
| Release | : 2009-07 |
| Genre | : Dissertations, Academic |
| ISBN | : |
