Search results for "Marketing research"

Effects of inbound marketing communications on HEIs’ brand equity: the mediating role of the student’s decision-making process. An exploratory resear…

2016

ABSTRACTA context of increased competition between higher education institutions (HEIs) for attracting potential national and international students has led universities to implement marketing communication strategies. Those strategies which are used to some extent include, among others, interactive inbound marketing. The purpose of the present exploratory study is to identify how HEIs can develop to improve their image and awareness by using new interactive marketing communication tools mediated by the student’s decision-making process. To conduct our investigation, we used both a qualitative (seven semi-structured interviews) and a quantitative survey (n = 121) methodology. Based on data …

Choosing the Right Cause: The Moderating Role of Meta-Cognitions in Cause-Related Marketing Effectiveness

2015

In recent years, consumers’ expectations in terms of corporate obligations have changed, such that the ethical and philanthropic dimensions of Carroll’s (1979) corporate social responsibility (CSR) pyramid have evolved from desired to presupposed responsibilities. Beyond the consequentially increasing prevalence of CSR activities, considerable attention has been given to cause-related marketing (CRM) in marketing research and practice (Bigne Alcaniz, Chumpitaz Caceres, and Curras Perez, 2010). CRM is defined as a “process of formulating and implementing marketing activities that are characterized by an offer from the firm to contribute a specified amount to a designated cause when customers…

Understanding the Fundamental Mechanisms of Origin-Based Brand Value Creation: An Empirical Analysis

2014

This paper presents the results of an empirical study on the fundamental process of customer-based brand value creation based on brand origin associations. It extends existing knowledge by analyzing multiple paths of effect and incorporating the moderating role of COB-COM-congruency. The results offer valuable implications for marketing research and practice.

Mārketinga specifika sociālajā uzņēmējdarbībā Latvijā: patērētāju vērtību segmenti.

2019

Maģistra darba “Mārketinga specifika sociālajā uzņēmējdarbībā Latvijā: patērētāju vērtību segmenti” mērķis ir identificēt sociālo uzņēmumu produktu / pakalpojumu patērētāju vērtību segmentus un iegūt to raksturojumu, lai izstrādātu praktiskus priekšlikumus Latvijas sociālajiem uzņēmumiem to mārketinga efektivitātes palielināšanai. Lai sasniegtu mērķi, darba autore izvirza četras hipotēzes un sešus pētījuma uzdevumus. Pētījuma rezultātā darba autore iegūst detalizētus trīs lielāko Latvijas sociālo uzņēmumu produktu / pakalpojumu patērētāju vērtību segmentu profilus un, balstoties uz pētījumos iegūto datu analīzes rezultātiem un to interpretāciju, sniedz priekšlikumus Latvijas sociālajiem uzņ…

Construction and optimality of a special class of balanced designs

2006

The use of balanced designs is generally advisable in experimental practice. In technological experiments, balanced designs optimize the exploitation of experimental resources, whereas in marketing research experiments they avoid erroneous conclusions caused by the misinterpretation of interviewed customers. In general, the balancing property assures the minimum variance of first-order effect estimates. In this work the authors consider situations in which all factors are categorical and minimum run size is required. In a symmetrical case, it is often possible to find an economical balanced design by means of algebraic methods. Conversely, in an asymmetrical case algebraic methods lead to e…

When a new technological product launching fails: A multi-method approach of facial recognition and E-WOM sentiment analysis

2018

Abstract The dual aim of this research is, firstly, to analyze the physiological and unconscious emotional response of consumers to a new technological product and, secondly, link this emotional response to consumer conscious verbal reports of positive and negative product perceptions. In order to do this, biometrics and self-reported measures of emotional response are combined. On the one hand, a neuromarketing experiment based on the facial recognition of emotions of 10 subjects, when physical attributes and economic information of a technological product are exposed, shows the prevalence of the ambivalent emotion of surprise. On the other hand, a nethnographic qualitative approach of sen…

Design and analysis of discrete choice experiments for models with response time

2013

Social Media Marketing and Value Co-creation: A Dynamic Performance Management Perspective

2017

The diffusion of web-based technologies has transformed the today consumers, shifting them from mere users to content generators, able to influence each other’s opinions and choices. Such trend discloses important consequences for firms, products and brands. In order to support strategic and operational decision-making, this study frames the phenomenon of social media marketing into the value co-creation paradigm and shows how to design an analytical framework combining performance management and System Dynamics.

Sustainable Marketing – Prospects and Challenges under Present Economy

2021

The article reflects on the attitude, understanding and knowledge on sustainable marketing, as well as the essence of sustainable marketing,the strategy of its practical use and the concept of development. As a result of research, definitions of sustainable developmentand sustainable marketing and a model of concept of motivation of its use at a company were developed and the strategy of practicaluse of a sustainable marketing and the motivation of use at Latvian companies was ascertained, confirming the initially advancedhypotheses. In order to fulfil the purpose and objectives, the authors used the following quantitative and qualitative methods ofeconomic research: polls, comparisons, gro…

Advertisers' perceptions of search engine marketing

2009

The objective of this study is to examine advertisers' perceptions of search engine marketing. The theoretical part of the study investigates the two aspects of search engine marketing, namely advertising and optimisation. With the use of a qualitative case study conducted with leading search engine marketers and experts in Finland, the paper suggests that search engine marketing is still in its infancy among Finnish companies. Whereas small-sized dot-com companies operating in the Business-to-Business (B2B) sector have been most active in search engine marketing, traditional brick-and-mortars are just starting to set plans for search engine marketing. Finally, the study discusses the impli…