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Is your product on the right side? : the "location effect" on perceived product heaviness and package evaluation

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Benefits leader reversion : how a once-preferred product recaptures its standings

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A conjoint approach for consumer- and firm-level brand valuation

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The double-edged sword of signaling effectiveness : when salient cues curb postpurchase consumption

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Estimating the value of brand-image associations : the role of general and specific brand image

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Discovering how advertising grows sales and builds brands

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Mind-set metrics in market response models : an integrative approach

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Customer Engagement Marketing

Palmatier, Robert W. (ed.); Kumar, V. (ed.); … - 2018

This book provides a synthesis of research perspectives on customer engagement through a collection of chapters from thought leaders. It identifies cutting-edge metrics for capturing and measuring customer engagement and highlights best practices in implementing customer engagement marketing...

Persistent link: https://www.econbiz.de/10012396394