Search results for "Consumer Behavior"

Analyzing Consumer Engagement Programs from the Perspective of a Qualitative Research of Marketing Executives

2014

Abstract Consumer engagement is a multidimensional concept comprising cognitive, emotional, and/or behavioral dimensions, and plays a central role in the process of developing long lasting relationships with mutual benefits for companies and their customers. In the Internet-context, consumers can co-create experiences and personal value through engagement in activities that involve interactivity and networking with companies in the online environment. In this technology-driven framework, consumer engagement programs can offer a valuable opportunities for companies that are active in an online setting. The present research implies a qualitative study conducted using interviews with marketing…

HOW WELL DOES BRAND PERSONALITY PREDICT BRAND CHOICE? A MEASUREMENT SCALE AND ANALYSIS USING BINARY REGRESSION MODELS

2005

The research proposes a methodology allowing both the construction of a brand personality scale and the test of the ability of the scale to predict brand choice. A brand personality scale is developed and tested via exploratory and confirmatory analyses. A brand personality structure composed of 12 facets is uncovered and allows clearly differentiating brands belonging to the same market. Predictive power of the scale is then tested using binary regression models.

L'alimentation, source de plaisir et de partage

2022

Antecedents and consequences of consumer identification with the company: conceptual review and classification

2012

El trabajo revisa la literatura en torno a la formación de estados de identificación del consumidor con la empresa (identificación C-E) y su influencia en el comportamiento del consumidor. Con apoyo en los principales aportes publicados durante las cuatro últimas décadas en la literatura académica de management y marketing, se identifican, explican y clasifican el conjunto de antecedentes y consecuencias de la identificación C-E. La revisión sirve a otros investigadores que necesiten conocer el estado y evolución de la investigación en torno a la identificación C-E. Además, las clasificaciones propuestas pueden servir de guía a los gestores que deseen desarrollar campañas de marketing de re…

Systematic Literature Review on Customer Emotions in Social Media

2018

Customers are human beings who express their emotions openly on social media platforms. There is a wealth of social media data that companies can make use of to improve their business decision making and tailor their marketing strategies. In order to benefit from this, organizations need to apply computational methods, which can save time and effort rather than applying traditional consumer research approaches, such as surveys or interviews. The purpose of this study is to investigate existing computational studies on detecting consumer emotions from social media data. We conducted a systematic literature review on articles published in ScienceDirect, IEEE Explore, ACM Digital Library, and …

Importance of food labeling as a means of information and traceability according to consumers

2015

Consumption patterns have considerably changed over recent years. We are witnessing more and more frequently to a lack of information (i.e. information asymmetry) between food producers and consumers, this generate in the consumer the latter need to access information related to processes of production of food and food distribution. Decisionmaking, in absence of further information, leads consumers to pay attention to food labeling. Food labels become the only tool for consumers to acquire additional information about products in order to make the purchase decision. In today’s modern and globalized market, labels limitations can be partially overcome by using Mobile Marketing tools, such as…

CONSUMER BEHAVIOR IN THE DIFFERENT SECTORS OF TOURISM

2010

Consumer behavior is a fascinating but difficult subject to research. This statement is particularly relevant in the tourism field, where the decision to purchase by a consumer is of emotional significance. The consumption of tourism products is dependent on discretionary time and income. Thus, much attention has been devoted to determining motives for travel behavior, both in terms of choosing one tourism product over another and regarding the decision to commit time and money to tourism, as opposed to alternative uses of those same resources (Todd, 2001). The holiday that the consumer buys will probably provide the consumer with the major highlight of the year - a chance to escape from wo…

Understanding Consumers’ Online Shopping Behavior during the Covid-19 Pandemic – Empirical Research

2020

The COVID-19 pandemic has impacted our daily behavior, from interactions with friends, colleagues, and family, to safety measures and working. Additionally, this pandemic has dramatically changed consumers’ shopping behavior. The purpose of this research paper is to examine the impact of Covid-19 pandemic on consumer behavior. Thus, this paper proposes a new model that incorporates three variables: attitude for online shopping during the COVID-19 pandemic, budget considerations during the COVID-19 pandemic, and future behavioral intention after the COVID-19 pandemic. This study’s main research approach is a quantitative survey and examination using a sample of Romanian consumers. Additional…

Diferencias cross-culturales en la decisión de compra de los jóvenes europeos

2010

El presente trabajo se ha planteado en torno a dos objetivos principales. Por un lado, investigar los antecedentes en la decisión de compra de los jóvenes consumidores europeos de cuatro países. Por otro, analizar cómo varía la influencia de estos antecedentes cuando se consideran consumidores de distinta nacionalidad y distintas categorías de productos. Para desarrollar este estudio se procedió a encuestar on line a una 'muestra de conveniencia'. Para ello, se contó con la colaboración de cinco universidades que tomaron parte en esta red: una de Francia, una de Alemania, una de Italia y dos de España. De este modo, se obtuvo una muestra final de 295 jóvenes. Los resultados exhiben que los …

Importance of Strategic Social Media Marketing

2017

Technological innovation has grown at an unprecedented rate over the past couple of decades, creating multiple opportunities for marketing in online settings. The proliferation of social media helps customers become more empowered and engaged in their brand interactions, while also providing them with new tools in their search, evaluation, choice and purchases of marketing offerings. Consequently, these developments are influencing marketing practices, both strategically, and tactically. Nowadays, social media has developed in an essential part of marketing strategy for its ability to generate co-created value, to interactively connect brands to consumers, to monitor brand-related discussio…