Consumers today have more choices of products and services than ever before, but they seem dissatisfied. Firms invest in greater product variety but are less able to differentiate themselves. Growth and value creation have become the dominant themes…
Marketing Research
In this subdiscipline:
9,424 papers
Popular papers
-
-
The proposal that marketing is relevant to all organizations having customer groups was advanced in the January, 1969 issue of this journal. It is now stated that the original broadening proposal should be broadened still further to include the…
-
This paper describes the process of inducting theory using case studies-from specifying the research questions to reaching closure. Some features of the process, such as problem definition and construct validation, are similar to hypothesis-testing…
-
Branding has emerged as a top management priority in the last decade due to the growing realization that brands are one of the most valuable intangible assets that firms have. Driven in part by this intense industry interest, academic researchers…
-
To practitioner and researcher alike, consumer values play an important role in understanding behavior in the marketplace. This paper presents a model linking perceived product attributes to values.
-
Marketing has been practiced since ancient times and has been thought about almost as long. Yet, it is only during the 20th century that marketing ideas evolved into an academic discipline in its own right. Most concepts, issues and prob- lems of…
-
Our possessions are a major contributor to and reflection of our identities. A variety of evidence is presented supporting this simple and compelling premise. Related streams of research are identified and drawn upon in developing this concept and…
-
Analysis of social networks is suggested as a tool for linking micro and macro levels of sociological theory. The procedure is illustrated by elaboration of the macro implications of one aspect of small-scale interaction: the strength of dyadic…
-
Managers are very interested in word-of-mouth communication because they believe that a product's success is related to the word of mouth that it generates. However, there are at least three significant challenges associated with measuring word of…
-
According to service-dominant logic (S-D logic), all providers are service providers, and service is the fundamental basis of exchange. Value is co-created with customers and assessed on the basis of value-in-context. However, the extensive…
-
This article introduces the idea of brand community. A brand community is a specialized, non-geographically bound community, based on a structured set of social relations among admirers of a brand. Grounded in both classic and contemporary sociology…
-
Recent years have witnessed the rise of new media channels such as Facebook, YouTube, Google, and Twitter, which enable cus- tomers to take a more active role as market players and reach (and be reached by) almost everyone anywhere and anytime.…
-
In today's fast-changing competitive environment, strategy is no longer a matter of positioning a fixed set of activities along that old industrial model, the value chain. Successful companies increasingly do not just add value, they reinvent it.…
-
The author presents a conceptual model of brand equity from the perspective of the individual consumer. Customer-based brand equity is defined as the differential effect of brand knowledge on consumer response to the marketing of the brand. A brand…
-
Although a considerable amount of research in personality psychology has been done to conceptualize human personality, identify the "Big Five" dimensions, and explore the meaning of each dimension, no parallel research has been conducted in consumer…
-
Emotional branding is widely heralded as a key to marketing success. However, little attention has been given to the risks posed by this strategy. This article argues that emotional-branding strategies are conducive to the emer- gence of a…
-
The article reports on different aspects of the exchange paradigm concept in the field of marketing. The author focuses on examining the theory of marketing by discussing the various types of exchange: restricted exchange, complex exchange, and…
-
-
The thesis advanced in this paper is that segmentation should guide the implementation of R-A based, and many other types of strategic thinking - if for no other reason than it is customers who have the final say about whether a strategy will…
-
Retailers recognize that greater understanding of customers can enhance customer satisfaction and retail performance. This article seeks to enrich this understanding by providing an overview of existing consumer behavior literature and suggesting…
Sign up today - FREE
Mendeley saves you time finding and organizing research. Learn more
- All your research in one place
- Add and import papers easily
- Access it anywhere, anytime
Start using Mendeley in seconds!
Active members
-
Ph.D. StudentArden Pharma, SA -
Ph.D. StudentEspinho, Portugal -
Ph.D. StudentBangor University -
Researcher (at a non-Academic Institution)Rio de Janeiro, Brazil -
Researcher (at an Academic Institution)Technische Universitaet Berlin