Tilburg University Decline and variability in brand loyalty Dekimpe
... p-values associated with the trend-regression coefficients in Eqs. (3) and (4), using the method of adding weighted Z's (Rosenthal, 1991). This is an even stronger test than the significance tests on the individual regression coefficients. For example, in the situation where each trend effect is rat ...
... p-values associated with the trend-regression coefficients in Eqs. (3) and (4), using the method of adding weighted Z's (Rosenthal, 1991). This is an even stronger test than the significance tests on the individual regression coefficients. For example, in the situation where each trend effect is rat ...
PDF
... e) whether or not there was a positive corroleation between those who had used viral marketing in the past and those who believed in its benefits (table 6), and finally f) whether or not there was a positive corroleation between those who had used viral marketing in the past and those who planed t ...
... e) whether or not there was a positive corroleation between those who had used viral marketing in the past and those who believed in its benefits (table 6), and finally f) whether or not there was a positive corroleation between those who had used viral marketing in the past and those who planed t ...
Marketing strategy and the internet: An organizing framework
... called Videotron. Subscribers to this service, which used a setup box on their television set, could access financial, local, and national news. It was discontinued in 1986 after receiving a disappointing response from the market. Similar services met the same fate in England (Prestel) and Germany ( ...
... called Videotron. Subscribers to this service, which used a setup box on their television set, could access financial, local, and national news. It was discontinued in 1986 after receiving a disappointing response from the market. Similar services met the same fate in England (Prestel) and Germany ( ...
Tackling food marketing to children in a digital world
... Children across Europe access digital media avidly, predominantly on mobile devices, generally favouring social media and video viewing sites for mixed audiences. Brands and marketers report that digital marketing (including for HFSS foods) amplifies advertising in traditional media, achieving great ...
... Children across Europe access digital media avidly, predominantly on mobile devices, generally favouring social media and video viewing sites for mixed audiences. Brands and marketers report that digital marketing (including for HFSS foods) amplifies advertising in traditional media, achieving great ...
In order to gain insight into the effectiveness of past marketing
... Does television advertising have better recall /awareness (prompted and unprompted) than other media? Does television advertising have more power to convert awareness into action, for example, a purchase? ...
... Does television advertising have better recall /awareness (prompted and unprompted) than other media? Does television advertising have more power to convert awareness into action, for example, a purchase? ...
Introduction-to-Search
... spam, no rental lists Careful use of in-house “opt-in” generated email list is OK But how do you get that list in the first place? ...
... spam, no rental lists Careful use of in-house “opt-in” generated email list is OK But how do you get that list in the first place? ...
0 - Institute for Brands and Brand Relationships | BBR 2014
... information among academics and practitioners worldwide; (3) to build collaboration and community among academics and practitioners in the brand and brand relationships area; and (4) to build awareness, knowledge ...
... information among academics and practitioners worldwide; (3) to build collaboration and community among academics and practitioners in the brand and brand relationships area; and (4) to build awareness, knowledge ...
Leveraging Sponsorships on the Internet
... We’re not asking them to think outside of the box as much as we are requiring them to think outside of the stadium. The team has a set audience at the stadium and that’s great and valuable but how can you take it out of the stadium and into the marketplace and give us an even larger platform to mark ...
... We’re not asking them to think outside of the box as much as we are requiring them to think outside of the stadium. The team has a set audience at the stadium and that’s great and valuable but how can you take it out of the stadium and into the marketplace and give us an even larger platform to mark ...
Marketing and Communications Strategy
... Below the line advertising is another potential large area of spend but due to its highly targeted nature in terms of time and address it can be one of the most beneficial in terms of low waste and Return On Investment (ROI). All companies use this at some point. The most successful campaigns are us ...
... Below the line advertising is another potential large area of spend but due to its highly targeted nature in terms of time and address it can be one of the most beneficial in terms of low waste and Return On Investment (ROI). All companies use this at some point. The most successful campaigns are us ...
Content Marketing vs. Traditional Advertising for B2B compa
... chapters. Depending on the targeted audience, there is B2B and B2C marketing. Although similar in some areas, there are many differences that set them apart. Most often B2B companies have a better understanding of who their customers are, are experts in their field of operation and tend to have a re ...
... chapters. Depending on the targeted audience, there is B2B and B2C marketing. Although similar in some areas, there are many differences that set them apart. Most often B2B companies have a better understanding of who their customers are, are experts in their field of operation and tend to have a re ...
The Importance of Brand Identity in Consumer
... Association defines a brand as the name, term, sign, symbol or design that identifies the goods or services of one seller or group of sellers and to differentiate them from their competitors. The brand concept is just so much more comprehensive than its graphical representation (Morgan and Rego, 200 ...
... Association defines a brand as the name, term, sign, symbol or design that identifies the goods or services of one seller or group of sellers and to differentiate them from their competitors. The brand concept is just so much more comprehensive than its graphical representation (Morgan and Rego, 200 ...
International Marketing Strategies
... Linguistic distance – relationship between language and international relationship between language and international marketing – Aesthetics as symbols Aesthetics as symbols • Insensitivity to aesthetic values can offend, create a negative impression and in general render marketing efforts ineffec ...
... Linguistic distance – relationship between language and international relationship between language and international marketing – Aesthetics as symbols Aesthetics as symbols • Insensitivity to aesthetic values can offend, create a negative impression and in general render marketing efforts ineffec ...
Transparency, Purpose, and the Empowered Consumer: A New
... A New Framework: Transparency, Audience Empowerment, and Purpose Through our research, we confirmed there is a relationship between corporate responsibility and the business goals of building trust, engaging consumers, and securing long-term brand loyalty. From our list of 12 corporate responsibilit ...
... A New Framework: Transparency, Audience Empowerment, and Purpose Through our research, we confirmed there is a relationship between corporate responsibility and the business goals of building trust, engaging consumers, and securing long-term brand loyalty. From our list of 12 corporate responsibilit ...
The fundamentals of standardizing global marketing strategy
... similar to each other or does it mean similarity in wants and needs, or does it mean similarity in perceptions of brand loyalty and risk perceptions? Clearly, the number of variables that one could use to define consumer homogeneity is vast. Our framework rather than focus on the homogeneity of the ...
... similar to each other or does it mean similarity in wants and needs, or does it mean similarity in perceptions of brand loyalty and risk perceptions? Clearly, the number of variables that one could use to define consumer homogeneity is vast. Our framework rather than focus on the homogeneity of the ...
Chapter One
... However, marketing research really began to grow when firms found they could no longer sell all they could produce but rather had to gauge market needs and produce accordingly. Marketing research was called upon to estimate these needs. As consumer discretion became more important, there was a concu ...
... However, marketing research really began to grow when firms found they could no longer sell all they could produce but rather had to gauge market needs and produce accordingly. Marketing research was called upon to estimate these needs. As consumer discretion became more important, there was a concu ...
onsumer behavior dynamic pricing advertising ows kilts scholars
... break through the customer’s resistance. It’s a very down-to-earth selling approach. By the mid-1990s, we started to sell on the Home Shopping Network. Our first time, we sold 2,000 kits of Orange Glo, Orange Clean, and OxiClean in six minutes. We knew we had to advertise but we didn’t have the reso ...
... break through the customer’s resistance. It’s a very down-to-earth selling approach. By the mid-1990s, we started to sell on the Home Shopping Network. Our first time, we sold 2,000 kits of Orange Glo, Orange Clean, and OxiClean in six minutes. We knew we had to advertise but we didn’t have the reso ...
to see our Regional Marketing Plan
... region. Many stories in OA already highlight parts of the Crossroads region, but this series would be packaged as a year of Southern culture in the eastern Arkansas Delta. The Coalition and OA would discuss the most strategic way to partner in the development of content and visuals. The angle of eac ...
... region. Many stories in OA already highlight parts of the Crossroads region, but this series would be packaged as a year of Southern culture in the eastern Arkansas Delta. The Coalition and OA would discuss the most strategic way to partner in the development of content and visuals. The angle of eac ...
marketing ug PSD amended 4 8 09 (2)
... mode but there is an option to transfer to a three year full-time route for students who do not do a placement. The course structures are designed to include as many common modules as possible while allowing for depth of study in the specialist areas. This approach will also allow students to unders ...
... mode but there is an option to transfer to a three year full-time route for students who do not do a placement. The course structures are designed to include as many common modules as possible while allowing for depth of study in the specialist areas. This approach will also allow students to unders ...
Chapter 1
... Customers may be involved in co-production People may be part of the service experience Operational inputs and outputs tend to vary more widely The time factor often assumes great importance Distribution may take place through nonphysical channels Slide © by Lovelock, Wirtz and Chew 2009 ...
... Customers may be involved in co-production People may be part of the service experience Operational inputs and outputs tend to vary more widely The time factor often assumes great importance Distribution may take place through nonphysical channels Slide © by Lovelock, Wirtz and Chew 2009 ...
The Four Ps of Marketing (cont’d.)
... • About e-mail marketing strategies • About technology-enabled customer relationship management • How to create and maintain brands on the Web • How businesses use social media in viral marketing campaigns • About search engine positioning tactics and domain name selection strategies ...
... • About e-mail marketing strategies • About technology-enabled customer relationship management • How to create and maintain brands on the Web • How businesses use social media in viral marketing campaigns • About search engine positioning tactics and domain name selection strategies ...
Mastering Reporting for Smarter Email Marketing
... Blocked: These are subscribers who have blocked your emails from reaching their inbox. The email may have been blocked by anti-spam software installed on their ISP’s or company’s mail server, or by anti-spam software installed on the individual subscriber’s computer. Repeated Bouncers: Repeated boun ...
... Blocked: These are subscribers who have blocked your emails from reaching their inbox. The email may have been blocked by anti-spam software installed on their ISP’s or company’s mail server, or by anti-spam software installed on the individual subscriber’s computer. Repeated Bouncers: Repeated boun ...
The Nature and Scope of Marketing
... ground for classi~ing the di\'erse' topics and is sues in marketing. The' most widely used conceptual model of the scope of marketing is the familiar" 4 Ps" model popularized by McCarthy in the early '6Os. 21 The model is usually represented by three concentric circles. The inner circle contains th ...
... ground for classi~ing the di\'erse' topics and is sues in marketing. The' most widely used conceptual model of the scope of marketing is the familiar" 4 Ps" model popularized by McCarthy in the early '6Os. 21 The model is usually represented by three concentric circles. The inner circle contains th ...