Author : Quinn Nicole Sullivan
Publisher :
Page : pages
File Size : 36,32 MB
Release : 2017
Category : Brand loyalty
ISBN :
Author : Jing Sun
Publisher :
Page : pages
File Size : 24,5 MB
Release : 2014
Category :
ISBN :
Author : Francisco J. Martínez-López
Publisher : Springer Nature
Page : 230 pages
File Size : 16,58 MB
Release : 2020-05-06
Category : Business & Economics
ISBN : 3030475956
This book highlights the latest research presented at the first Digital Marketing & eCommerce Conference (Barcelona, Spain, June 2020). Papers include a diverse set of digital marketing and eCommerce-related topics such as user psychology and behavior in social commerce, influencer marketing in social commerce, social media monetization strategies, social commerce characteristics and their impact on user behavior, social branding, business model, user privacy, and more.
Author : Evelin Krmac
Publisher : BoD – Books on Demand
Page : 278 pages
File Size : 34,60 MB
Release : 2016-06-30
Category : Business & Economics
ISBN : 9535124331
The book is a collection of studies dedicated to different perspectives of three dimensions or pillars of the sustainability of supply chain and supply chain management - economic, environmental, and social - and other aspects related to performance evaluation, optimization, and modelling of and for sustainable supply chain management, and thus presents another valuable contribution to sustainable development and sustainable way of life.
Author : Zui-Chih Lee
Publisher :
Page : 142 pages
File Size : 14,43 MB
Release : 2010
Category : Clothing and dress
ISBN :
"The percentage of U.S. consumers shopping and purchasing through the Internet is growing. The consumer has adapted to using the Internet to purchase products and retailers have profited from this new channel. Although the Internet is becoming an important part of business as well as consumers' daily lives, little is known about how a website provides competitive advantage to a retailer and what makes a website appealing to consumers. In order to address the gap in research that exists regarding why and how consumers identify with online apparel retailers, the purpose of this research is to examine the relationship between website attributes (e.g., perceived attractiveness, informativeness), e-service quality (e.g., efficiency, fulfillment, system availability) and consumer-company identification for online information search and purchase behavior. More specifically, this research examines the links between consumer-company identification, perceived usefulness, and attitude toward a website, and their implications for the behavioral intention of consumers. Behavioral intention includes the consumer's intention to search for information and intention to purchase within the online environment. Very little research has been done that connects consumer-company identification with information search and purchase behavior of apparel consumers in the online context. Combining elements from Social identity Theory and Technology Acceptance Model, this study proposes a conceptual model that builds on the Technology Acceptance Model and tests a total of seven hypotheses developed based on the key constructs and literature. Survey data were collected from a convenience sample of 291 students at the ii University of North Carolina at Greensboro, based on a pre-selected website (American Eagle: www.ae.com). Structural Equation Modeling was used to test the hypothesized relationships. Findings revealed that six of the seven hypothesized relationships were supported. This study makes several contributions to the literature. First, this study tests consumer-company identification to provide implications for Internet retailing. Second, the research provides important insights into consumers' search and purchase intentions in relation to consumer-company identification with, perceived usefulness of, and attitude toward a website. Third, discussion of the relationship between website design attributes, e-service quality attributes and perceived usefulness provides suggestions for online marketing strategy. Fourth, this research connects psychological concepts like identity and organization identification with business strategies and consumer decision-making. Finally, this research confirms the unique value of Internet technology to retailing and emphasizes the importance of online store attributes to search and purchase intention."--Abstract from author supplied metadata.
Author : Nripendra P. Rana
Publisher : Springer Nature
Page : 337 pages
File Size : 23,83 MB
Release : 2019-11-11
Category : Business & Economics
ISBN : 3030243745
This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.
Author : Edin Güçlü Sözer
Publisher :
Page : 16 pages
File Size : 13,14 MB
Release : 2019
Category :
ISBN :
The perception of consumers related to the benefits of using online channels for shopping is an important factor in the determination of their intention to shop online. This study aims to contribute to the current literature by:(1) shedding light into the nature and extent of the relationship between perceived benefit and consumer based brand equity in an online context, (2) exploring the relationship between the sub-dimensions of consumer based brand equity, and finally,(3) proposing and testing a structural model of these relationships between perceived benefit, consumer based brand equity and its sub-dimensions. The results of the study confirm that consumers' benefit perception related to online shopping leads the way to the formation of consumer based brand equity by affecting brand awareness and mediating the relationship between brand awareness and perceived quality. Another finding of this study is that there is a positive relationship within the sub-dimensions of consumer based brand equity in a sequential structure, which brings consumers from the basic awareness level about the brand to the formation of brand associations, as well as the perception of quality and consequently resulting to support the level of loyalty through brand associations.
Author : Hongjoo Woo
Publisher :
Page : 116 pages
File Size : 38,33 MB
Release : 2013
Category : Clothing trade
ISBN :
"Do consumers want a "good" apparel brand? Although Corporate Social Responsibility (CSR) has been a crucial issue for the apparel industry, there was a lack of evidence showing how consumer perceptions of apparel brands' CSR affect brand equity, compared to apparel product attributes cross-culturally. This study aimed to unveil the comparable effects of CSR and apparel product attributes on apparel brands' brand equity among U.S. and Korean consumers. Total 447 survey questionnaires were collected from U.S. and Korean college students. The results found that both intrinsic and extrinsic apparel product attributes enhance brand equity, supporting H1. As only product responsibility, economics, and environment-related CSR dimensions significantly enhance brand equity, H2 was partially supported. There was no moderating effect of culture thereby H3 was rejected. However, additional analyses revealed that U.S. consumers more positively evaluate CSR and are more affected by CSR in improving brand equity than Korean consumers. In conclusion, in enhancing brand equity, consumers wanted a "good" apparel brand that is responsible for product, economics, and environments-related CSR issues in business practices, along with intrinsic and extrinsic apparel product attributes. And U.S. consumers more wanted responsible apparel brands than Korean consumers. The findings of this study give useful information of "what product attributes brands need to focus on," "what kinds of CSR dimensions they need to focus on," and "what they need to do for different consumers across countries.""--Abstract from author supplied metadata.
Author : Phillip Frank
Publisher :
Page : 262 pages
File Size : 30,81 MB
Release : 2013
Category : Clothing and dress
ISBN :
"With the expansion of globalization, the increasingly competitive environment of fashion has led to the diffusion of brands across borders and cultures. Furthermore, with the expansion of multinational brands as well as increasingly global media communications, young consumers represent an optimal segment for the proliferation of global consumer culture (GCC). Thus, the purpose of this study is to develop and empirically test a model of young consumers' apparel brand resonance within a global sportswear context. Specifically, the study seeks to 1) examine the role of socialization agents as determinants of young consumers' acculturation to a global consumer culture (AGCC); 2) investigate the impact of young consumers' acculturation to a global consumer culture on their perceived brand equity; 3) examine the effect of young consumers' perceived brand equity on brand attitudes, which in turn, is expected to influence brand resonance; and 4) to explore whether such a model can be applied with young consumers residing in Thailand. If the model can be applied across samples, we can further explore similarities and differences regarding the relationships proposed in the model. Data was collected via a self-report questionnaire administered to samples of college students at major universities in metropolitan cities in the United States and Thailand. The study's final sample consisted of 636 responses. Of these, 336 were American and 300 were Thai. Confirmatory factor analysis and path analysis were employed to answer all hypotheses using a structural equation model. Results showed that all three socialization agents (e.g., parents, peers and media) showed an influence on certain dimensions of the AGCC among young American consumers. That is, while parents positively influenced the cosmopolitan (COS) dimension, peers positively influenced the openness and desire to emulate the global consumer culture (OPE) dimension. In addition, media also positively influenced exposure to global media (GMM) dimension and openness and desire to emulate the global consumer culture (OPE) dimension. Among Thai consumers, only parents and peers revealed an influence on certain dimensions of AGCC. That is, while parents positively influenced EXM dimension, peers influenced OPE and ELU dimensions. Furthermore, results showed that among young American consumers, while brand awareness was positively influenced by COS, brand awareness was negatively influenced by EXM and ELU. Also, while brand image was positively influenced by COS, brand image was negatively influenced by EXM and ELU. Among young Thai consumers, results showed that while brand awareness was positively influenced by ELU and GMM, brand awareness was negatively influenced by COS. In addition, brand image was positively influenced by EXM and GMM. Results further revealed that among young American consumers, brand awareness and brand image positively influenced attitudes toward global brands, which in turn positively influenced brand resonance. Among young Thai consumers, only brand image positively influenced attitudes toward global brands, which in turn positively influenced brand resonance. Theoretical and managerial implications are provided. Limitations and future research directions are addressed."--Abstract from author supplied metadata.
Author : Katie Peterson
Publisher :
Page : 67 pages
File Size : 35,40 MB
Release : 2009
Category : Brand name products
ISBN :
This study examined the influence of perceived brand origin on United States consumers' perceptions of apparel product attributes related to quality. This study particularly focused on brand origin as a potential cue that consumers use to evaluate the quality of apparel products from three countries: United States, China and Italy. A literature Review was provided to show the link and evolution of country of origin literature and brand origin. The Associative Network Memory theory provided the theoretical framework for understanding why consumers use secondary cues such as brand origin information when forming their opinions and purchasing products. The results of this study concluded that consumers rated Italian brand the highest in quality, United States brands where rated second highest in quality and Chinese brands where rated the lowest in quality. Results also indicated that the more educated and the longer a consumer lived in the United States the more a consumer thinks about the brand origin of a product. Finally, this study's results also indicated that a consumers' age, gender, income, ethnicity and ethnocentrism did not affect their perceptions of apparel product quality based on brand origin. This study showed that brand origin perceptions do play a large role when consumers' are making inferences about the quality of an apparel item.
