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The use of brand and masculinity archetypes in analysing consumer engagement in advertising
Kreicbergs, Toms; Ščeulovs, Deniss - In: Trends economics and management 16 (2022) 40, pp. 21-38
Purpose of the article: To review recent research into the connection between brand archetypes and masculinity … questions. The first was to find out which brand archetypes and masculinity archetypes are the most common in advertisements … concentrating on traditional and modern masculinity. The second main question was to find out which brand and masculinity archetypes …
Persistent link: https://www.econbiz.de/10014230646
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Generation Z's and millennials' perception of masculinity in advertising : a challenge for advertisers
Kreicbergs, Toms; Ščeulovs, Deniss - In: Trends economics and management 17 (2023) 41, pp. 21-39
Purpose of the article: To explore Genneration Z's and millennials' perceptions of masculinity in advertising and … determine which type of masculinity and which masculinity characteristics consumers favour in a masculine character or the … advertising message centred around masculinity. This can help advertisers to understand what type of masculine character to focus …
Persistent link: https://www.econbiz.de/10014318225
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The impact of cultural dimensions on online store loyalty
Dikčius, Vytautas; Adomavičiūtė-Sakalauskė, Karina; … - In: Journal of business economics and management 24 (2023) 3, pp. 576-593
harms customer loyalty, while masculinity has a positive impact. Additionally, it is found that loyalty is lower in …
Persistent link: https://www.econbiz.de/10014420397
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Cross-gender extension potential of luxury brands : a semiotic analysis
Veg-Sala, Nathalie; Roux, Elyette - In: The journal of brand management : an international journal 25 (2018) 5, pp. 436-448
Persistent link: https://www.econbiz.de/10011919441
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Exploring brand masculine patterns : moving beyond monolithic masculinity
Azar, Salim L. - In: The journal of product & brand management 22 (2013) 7, pp. 502-512
Persistent link: https://www.econbiz.de/10010225089
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Analysis of the behaviour of the clients assisted and sales variables in the different phases of the product life cycle
Galiano, Aida; Rodríguez, Vicente; Saco, Manuela - In: European Journal of Management and Business Economics … 27 (2018) 3, pp. 266-284
Purpose: The Bass model was created to analyse the product life cycle (PLC) in order to help sales and marketing departments in their business decision making. The purpose of this paper is to analyse the diferences between the clients assisted and sales variables, to discover which of the two...
Persistent link: https://www.econbiz.de/10011946160
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The determinants of consumer behaviour of students from Brno when purchasing organic food
Švecová, Jana; Odehnalová, Pavla - In: Review of Economic Perspectives 19 (2019) 1, pp. 49-64
The subject of this paper is the analysis of consumer behaviour in the organic market, focused on the behavior of students from Brno. Our study brings information which can potentially be used for further research and will also be useful for organizations with a practical interest in the...
Persistent link: https://www.econbiz.de/10012384118
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STEREOTYPES IN CONSUMERS’ PRODUCT EVALUATION BASED ON THE COUNTRY-OF-ORIGIN
STOENESCU, Roxana-Denisa G. - In: SEA - Practical Application of Science (2014) 5, pp. 623-630
This paper focuses on the concept of country-of-origin and its effects on consumers’ product evaluation process. Given the increasingly competition in the context of a global market, nowadays it has become a difficult task to create and maintain a sustainable competitive advantage. Consumers...
Persistent link: https://www.econbiz.de/10011079569
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Perceived risk and trust associated with purchasing at Electronic Marketplaces
Verhagen, Tibert; Meents, Selmar; Tan, Yao-Hua - Faculteit der Economische Wetenschappen en … - 2006
Understanding consumer behaviour is of vital importance to consumer oriented e-business models today. In this paper we study the relationships between consumer perceptions of risk and trust and the attitude towards purchasing at a consumer-to-consumer electronic marketplace. Typical for...
Persistent link: https://www.econbiz.de/10010783115
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Perceived risk and trust associated with purchasing at Electronic Marketplaces
Verhagen, Tibert; Meents, Selmar; Tan, Yao-Hua - VU University Amsterdam, Faculty of Economics, Business … - 2006
Understanding consumer behaviour is of vital importance to consumer oriented e-business models today. In this paper we study the relationships between consumer perceptions of risk and trust and the attitude towards purchasing at a consumer-to-consumer electronic marketplace. Typical for...
Persistent link: https://www.econbiz.de/10005150564