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Including mindset-metrics like cognitions, affects and intentions in marketing models helps to explain the effect of marketing on hard fa...
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Companies can either strive for organic growth or growth through acquisitions. For marketing the first option is more attractive becaus...
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Marketing accountability is essential for sustained organic growth, but the challenges loom large. The major steps include defining the...
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Young people’s personal use of social media like blogs, networks and online platforms is actually a double-edged sword. Creativity and ...
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Network Analysis, Internet Communications, Online Discourse, Online Communities, Twitter
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Is the social media hype about being cool or about making money? For Adam Froman, the answer is easy: Marketers need to be very clear ...
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Online collaboration presents a real alternative to the company-centered innovation paradigm, and some users do more than just innovate ...
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Effective social brand engagement can result from marketers “getting in the game” by playing with consumers. Play can take many ...
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Word of mouth marketing (WOMM) does not travel as unidirectionally and straight as previously assumed. Rather, consumers are active ...
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Amassing an audience by blogging is a very recent form of online consumer behavior. Consumers not only seek community as earlier studies ...
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If “consumer brand engagement” is what happens in isolation, in a consumer’s own individual mind and thoughts, then “social brand ...
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Emotions affect all of our daily decisions and, of course, they also influence our evaluations of brands, products and advertisements. Bu...
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"Sheer driving pleasure" is the essence of the BMW brand. For this reason, we have an ideal candidate for our real-world interview in this...
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Emotionally pleasant TV commercials are often preferred over merely factual ones. A large-scale study of Belgian TV ads confirms this not...
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Not all brands have the potential to develop into meaningful objects for consumers. They need to serve certain psychological and symbolic...
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Relationships with brands are like relationships between people. Even when they were very close, they can fail for diverse reasons. The d...
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Not only are subjective feelings an integral part of many judgments and decisions, they can even lead to improved decisions and better pr...
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Our experience of stress depends on how we evaluate the circumstances impacting our individual well-being. In principle, any event can be...
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The power of emotions is evident in almost all areas of marketing and consumer behavior. Consumers often strive for “affect optimization...
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