Titlebook: Rediscovering the Essentiality of Marketing; Proceedings of the 2 Luca Petruzzellis,Russell S. Winer Conference proceedings 2016 The Editor

议程

Antecedents of Attitude Toward SMS Advertising in the UK 96 %, from £1.03 bn in 2013 to £2.02 bn in 2014. Considering the growth in SMS advertising expenditure in the UK, it is important to understand the underlying factors forming consumers’ attitudes toward text marketing. Founded on Fishbein’s (1967) expectancy value theory, it is suggested that attit

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What Really Drives Creative Choices in an Advertising Agency? role of creativity has become the core function of most advertising agencies. Indeed, the place of creativity in advertising has long been recognized. While the occurrence of eureka moments has been well documented, for the most part creatives are known to come up with multiple ideas for campaign s

Instantaneous

Classical Music in Advertising: Brand Supporter or Detractor?ved music brand congruency. Over the past 30 years, many articles have aimed to study the effect of background music in advertising. Most of these studies though focus on contemporary popular music and omit the use of classical music which is often used in global brand advertisements. Various measur

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monologue

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Factors Determining Channel Selection in the German Trades Sector: An Analysis of Power Tool Purchasn, and revenue channels. This trend can also be observed in the market for power tools for professional use. The consumer goods sector has already been subject to far-reaching studies regarding the reasons for the choice between online and offline channels, including research in different phases of

圣人

Value Co-creation in Project Exchangee co-creation is a unique form of value creation where two or more actors such as a customer and a provider create value in a direct interaction and through a joint process (Grönroos and Voima 2013). Direct interaction refers to the actors’ actions that are merged into a collaborative, dialogical pr

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Factors Influencing Trust and Commitment in Business to Business Market: A Study on the Distributionhich allows the company to improve its market position and achieve more sustainable relationships with their customers. This study aimed to analyze the determinants of trust and commitment in B2B market of Minas Gerais State, Brazil. The literature review sought to contextualize the relationship mod

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Debility