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Application of Conjoint Analysis in Improving the Value of New Product Development: A Hotel Case Study Analysis
Galli, Brian J.; Kaviani, Mohamad Amin; Goldfarb, Paula … - In: International Journal of Strategic Decision Sciences (IJSDS) 8 (2017) 2, pp. 11-30
One of the most important elements of economic and business activity is developing a strategic marketing plan to … improve growth prospects. One of the most important aspects of this in marketing is to understand the behavioral patterns of … of the main models in the field of consumer research. This paper identifies the usefulness of CA as a marketing strategy …
Persistent link: https://www.econbiz.de/10012047511
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The Impact of EWOM Referral, Celebrity Endorsement, and Information Quality on Purchase Decision: A Case of Instagram
Danniswara, Randy; Sandhyaduhita, Puspa; Munajat, Qorib - In: Information Resources Management Journal (IRMJ) 30 (2017) 2, pp. 23-43
This study aims to explore factors that have impact on purchase decision on a social commerce, viz., social media Instagram. Thus, several dimensions namely eWOM referral, celebrity endorsement, information quality, brand satisfaction, brand trust and brand attachment are identified and...
Persistent link: https://www.econbiz.de/10012048843