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In recent years, marketers have widely used nostalgia in their marketing strategies. However, little research has focused on understanding whether consumer responses to nostalgic communication are always positive. Seeking to fill this gap and referring to social identity theoretical framework,...
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In an increasingly technology-driven retail landscape, retailers face the challenge of making the most effective decisions regarding the selection and use of innovative technology. Although previous research provides insights into the added value of technology, it does not directly guide...
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This chapter presents a summary of the literature on the influence of the Internet and other digital innovations on markets, consumers, and firms. The review leads to a list of topics in need of research in the general areas of big data, online and mobile advertising, consumer search, online...
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library services to meet the needs for innovation and creative spaces in a large urban public university. Several years ago … encouraging creativity and innovation on campus. In this chapter, the authors will describe three ways in which this new strategic … survey of business librarians, which reveals the changing attitudes of librarians toward entrepreneurship and innovation in …
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