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Titlebook: Creating Marketing Magic and Innovative Future Marketing Trends; Proceedings of the 2 Maximilian Stieler Conference proceedings 2017 The Ed

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书目名称Creating Marketing Magic and Innovative Future Marketing Trends
副标题Proceedings of the 2
编辑Maximilian Stieler
视频videohttp://file.papertrans.cn/240/239389/239389.mp4
概述Presents the full proceedings of the 2016 Academy of Marketing Science (AMS) Annual Conference.Identifies new insights and explores the customer experience in the field of marketing.Includes research
丛书名称Developments in Marketing Science: Proceedings of the Academy of Marketing Science
图书封面Titlebook: Creating Marketing Magic and Innovative Future Marketing Trends; Proceedings of the 2 Maximilian Stieler Conference proceedings 2017 The Ed
描述.This volume includes the full proceedings from the 2016 Academy of Marketing Science (AMS) Annual Conference held in Orlando, Florida, entitled .Creating Marketing Magic and Innovative Future Marketing Trends.. The marketing environment continues to be dynamic. As a result, researchers need to adapt to the ever-changing scene. Several macro-level factors continue to play influential roles in changing consumer lifestyles and business practices. Key factors among these include the increasing use of technology and automation, while juxtaposed by nostalgia and “back to the roots” marketing trends. At the same time, though, as marketing scholars, we are able to access emerging technology with greater ease, to undertake more rigorous research practices. The papers presented in this volume aim to address these issues by providing the most current research from various areas of marketing research, such as consumer behavior, marketing strategy, marketing theory, services marketing,advertising, branding, and many more..Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing
出版日期Conference proceedings 2017
关键词Academy of Marketing Science; Marketing Science; Marketing Strategy; Customer Experience; Innovation; Con
版次1
doihttps://doi.org/10.1007/978-3-319-45596-9
isbn_softcover978-3-319-83327-9
isbn_ebook978-3-319-45596-9Series ISSN 2363-6165 Series E-ISSN 2363-6173
issn_series 2363-6165
copyrightThe Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerl
The information of publication is updating

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(Abstract) Service Recovery in Online Medium: A Cost-Effective Answer in Cross-Cultural Settingsently in cross-cultural settings. The tremendous growth in the global online retailing industry with their ever-increasing consumer base belonging to Eastern cultures makes it imperative to find a cost-effective way to manage service recovery from this cultural group about which there is very little
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Structured Abstract: The Influence of Dual Branding Information on Consumer Evaluations(Ailawadi and Keller 2004; Nies and Natter 2012). Previous research suggests consumers are not only receptive to the notion of private label consumption but in many cases prefer retailer brands over their premium brand competitors (Neilsen 2011; Thomassen et al. 2006). From a supply perspective, man
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The Role of Emotions to Brand Attachment and Brand Attitude in a Retail Environment: An Extended Absem (Schouten and McAlexander 1995). It is really interesting the likelihood that consumers might develop strong emotional bonds with brands (Thomson et al. 2005). The analysis of the degree of consumers’ emotional bond will be studied by examining the nature of the influence of the attachment and at
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