Titlebook: Handbuch nicht standardisierte Methoden in der Kommunikationswissenschaft; Stefanie Averbeck-Lietz,Michael Meyen Book 2016 Springer Fachme

失败主义者

restrain

举止粗野的人

Armin Schollss different sectors to directly interact with consumers and as a marketing tool..This research aims at understanding why consumers engage in OBCs of Fast Moving Consumer Goods (FMCGs), which are traditionally considered a low involvement and low risk category of products. A multi-method approach—us

串通

Jo Reichertz examinations of brand equity in Private Labels (PL) are rather limited. This study aims to compare the validity of the two prominent CBBE models those introduced by Yoo and Donthu (2001) and Nam, Ekinci, and Whyatt (2011). In order to test the models and make this comparison, the study collected da

assail

Barbara Thomaßomers do not evenly react to the same rewards, a fact that draws retailers to identifying segments that share a common preference. The present study adopts a generational segmentation approach to identify differences in generational cohorts according to their attitude towards loyalty programs as wel

FUSC

Certainty

Andreas M. Scheu of these models is that households may have multiple decision makers, and a decision maker may have brand preferences and marketing mix sensitivities that are distinct from other decision makers in the household. We seek to study whether models using individual customer data provide substantially d

使痛苦

Carola Richters, brand activism is considered a relevant strategy to satisfy a request of this type. In the branding literature, activism has been prevalently investigated with regards to national brands (NBs). This research explores the world of private label (PL) brands. Particularly, it raises questions on whe

宽度

Christine Lohmeiernd significant contributions from researchers around the world on marketing issues facing retailers, store brand managers and national brand managers...The two-day event covered a wide range of topics from varied fields including retailing, marketing, general business, psychology, economics and stat

矛盾心理

Stefanie Averbeck-Lietz,Christina Sankovate label). Furthermore, our results show that the manipulation of the pricing of the premium private label influences consumer choice and evaluation of specific product attributes of all products in the choice set.