22 Apr Artworks
Arts-based initiatives provide many benefits for organisations, managers, and employees, but little is known of how marketing can incorporate art to add value for consumers....
Marketing & Sale
21 Apr Facebook
Little research has examined the use of social media as people watch live sporting telecasts— an activity that has been referred to as the second screen phenomenon....
30 Mar Digital Technology
This paper examines the impact of digitalization - the adoption of Internet-connected digital technologies and applications by companies - on B2B exchanges. While B2C exchanges are the subject of numerous studies on the transformations brought by the digital technologies, B2B exchanges are far less analyzed. Building on...
28 Mar Personal Branding
Today's sales force play crucial roles and are considered essential and strategic for enhancing competitiveness and sales growth....
27 Mar Customer Engagement
This study aims at understanding the role of customer engagement in writing online reviews by shoppers with specific focus on mobile devices for shopping....
27 Mar Customer Experience
We investigate the dynamic effects of customer experience levels on satisfaction in China’s automobile industry....
17 Mar Industrial Marketing
This paper reflects on purchasing & supply management (PSM) research in an industrial marketing perspective, using Industrial Marketing Management (IMM) as a proxy....
17 Mar Purchase Intention
In the last decade, the use of smartphones has grown steadily. ...
03 Mar Marketing Communication
The purpose of this paper is to highlight, using documenting studies on the specialty literature, the influence that one has the integrated marketing communication on consumer buying behaviour....
03 Mar Brand Identification
The concept of consumer–brand identification (CBI) is central to our understanding of how, when, and why brands help consumers articulate their identities. ...
- 1
- 2