Enhancing and measuring consumers' motivation, opportunity, and ability to process brand information from ads
DJ Maclnnis, C Moorman… - Journal of marketing, 1991 - journals.sagepub.com
Considerable research suggests that advertising executional cues can influence
communication effectiveness. Related research indicates that communication effectiveness …
communication effectiveness. Related research indicates that communication effectiveness …
Power and consumer behavior: How power shapes who and what consumers value
The current paper reviews the concept of power and offers a new architecture for
understanding how power guides and shapes consumer behavior. Specifically, we propose …
understanding how power guides and shapes consumer behavior. Specifically, we propose …
[HTML][HTML] Perceived omnichannel customer experience (OCX): Concept, measurement, and impact
Efforts to measure customer experiences (CX) in multifaceted, omnichannel, retail contexts
are crucial but lacking research guidance. Prior service quality literature has established …
are crucial but lacking research guidance. Prior service quality literature has established …
[图书][B] Consumer Psychology 2e
C Jansson-Boyd - 2019 - books.google.com
• Why do people behave and think the way they do?• What makes people choose certain
products and services?• How does consumption affect our everyday lives? Informed by …
products and services?• How does consumption affect our everyday lives? Informed by …
Social media engagement behaviour: a uses and gratifications perspective
The proliferation of social media platforms and corresponding consumer adoption in recent
years has precipitated a paradigm shift, significantly altering the ways customers engage …
years has precipitated a paradigm shift, significantly altering the ways customers engage …
From digital media influencers to celebrity endorsers: attributions drive endorser effectiveness
S Kapitan, DH Silvera - Marketing letters, 2016 - Springer
We propose that attributions about an endorser truly liking, using, or desiring a promoted
product mediate the relationship between source and message factors and persuasion via …
product mediate the relationship between source and message factors and persuasion via …
Consumer acceptance and use of information technology: extending the unified theory of acceptance and use of technology
This paper extends the unified theory of acceptance and use of technology (UTAUT) to study
acceptance and use of technology in a consumer context. Our proposed UTAUT2 …
acceptance and use of technology in a consumer context. Our proposed UTAUT2 …
Exploring motivational mechanisms behind the intention to adopt mobility as a service (MaaS): Insights from Germany
J Schikofsky, T Dannewald, M Kowald - Transportation Research Part A …, 2020 - Elsevier
Based on digital transformation processes, public mobility is experiencing tremendous and
far-reaching change. The use of information and communication technology (ICT) enables …
far-reaching change. The use of information and communication technology (ICT) enables …
“Don't pretend to be my friend!” When an informal brand communication style backfires on social media
Social media are now essential platforms for marketing communications, and the volume of
consumer-brand interactions on these platforms is exploding. Even so, it remains unclear …
consumer-brand interactions on these platforms is exploding. Even so, it remains unclear …
Celebrities in advertising: looking for congruence or likability?
The choice of a celebrity endorser for a brand is an important topic in advertising and
marketing, as considerable time and effort resources are dedicated to finding the right …
marketing, as considerable time and effort resources are dedicated to finding the right …