Table of contents
A perceptual approach to understanding user-generated media behavior
Ramendra Thakur, John H. Summey, Joby JohnAs the pervasiveness of blogging becomes comingled in personal and corporate lives, companies are harvesting useful information from user-generated media. It appears that…
The dark side of CRM: advantaged and disadvantaged customers
Bang Nguyen, Lyndon SimkinCRM treats various profiles of customers or individual customers differently, purposively favoring certain customers while deliberately disadvantaging others. This research aims…
Social persuasion: targeting social identities through social influencers
Sascha Langner, Nadine Hennigs, Klaus-Peter WiedmannBuying behaviour can be interpreted as a signal of social identity. For example, individuals may purchase specific cars to indicate their social status and income, or they may…
How Chinese adolescent girls perceive gender roles: a psychographic study
Kara Chan, Yu Leung NgThe purpose of this study is to replicate a psychographic segmentation of adolescent girls in Hong Kong. It attempts to see if the segmentation of Hong Kong girls according to the…
The influence of brand equity on consumer responses
Isabel Buil, Eva Martínez, Leslie de ChernatonyThe purpose of this paper is to propose and test a model to better understand brand equity. It seeks to investigate the effects of this construct on consumers ' responses…
Consumer decision making styles in retailing: evolution of mindsets and psychological impacts
Steven Lysonski, Srinivas DurvasulaIndia has undergone dramatic change in its retail markets since economic liberalization in 1992. The authors aim to use the framework of consumer decision making styles to…
ISSN:
0736-3761Online date, start – end:
1984Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditors:
- Neel Das
- Mujde Yuksel