Emerald
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The Handbook of Field Marketing: A Comprehensive Guide to Understanding and Outsourcing Face‐to‐face Direct Marketing
Emerald - Tập 19 Số 1 - Trang 67-68 - 2010
Understanding Customer Abilities in Product Concept TestsJudicious application of concept tests to specific situations
contributes not only to the success of the product but also to the
success of the product manager. Recognizing respondent limitations
helps product managers estimate risk of product failure as well as
explain failure to higher management. Respondents have limited ability
to keep track of large numbers of items. New situations ma... ...
Emerald - Tập 3 Số 1 - Trang 48-57 - 1994
Antecedents of intention to purchase mass customized productsPurpose This paper seeks to empirically identify factors influencing Chinese consumers' intention to purchase customized desk top (PC for short) and their effect levels. Design/methodology/approach Survey and structural equation mode...
Emerald - Tập 20 Số 4 - Trang 316-326 - 2011
Brand Aid: An Easy Reference Guide to Solving Your Toughest Branding Problems and Strengthening Your Market Position
Emerald - Tập 13 Số 1 - Trang 64-64 - 2004
Does brand trust matter to brand equity?Purpose The most recent literature on competitive advantage views brand equity as a relational market‐based asset because it arises from the relationships that consumers have with brands. Given the fact that trust is viewed as the corner‐stone, as well as one of the most desirable qualities in any relationship, the objective...
Emerald - - 2005
Branding Food Endorsement Programs:Reviews the Australian National Heart Foundation′s “Pick the Tick” food
endorsement program. The program is seen by the Foundation as part of
its mission to promote the kind of healthy living that is conducive to
improving the heart health of all Australians and reducing disability
and premature death from heart and blood vessel disease. In this article
the program is not evaluated in thos... ...
Emerald - - 1994
The effects of product digitalization and price dispersion on search intentions in offline versus online settings: the mediating effects of perceived risksPurpose The purpose of this paper is to examine how a product‐related variable like digitalization and a market‐related variable like price dispersion might differentially influence consumer search intentions across offline versus online shopping interfaces, and how this relationship might be mediated by consumers' perceived...
Emerald - - 2009
A data‐driven modeling approach to product level decision supportThe marriage of new scanner‐type data sources and new computing and analysis methods is allowing a new approach to the development and use of models for decision support and product line management. Data‐driven modeling describes a process of model‐building wherein models are created that fit the dynamics of the data rather than assuming a priori relationships among brands and their market... ...
Emerald - Tập 6 Số 2 - Trang 130-142 - 1997
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