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Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era

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Cover of 'Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era'

Table of Contents

  1. Altmetric Badge
    Book Overview
  2. Altmetric Badge
    Chapter 1 Instilling a Desire to Learn: The Importance of a Well Designed Course
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    Chapter 2 Digital Natives and the University Classroom and Beyond: Prompting Analysis, Personal Expression, and Ongoing Discourse
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    Chapter 3 Curricular Innovations at the Intersection of Subsistence and Sustainability
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    Chapter 4 Mental Imagery and Its Determinants as Factors of Consumers Emotional and Behavioral Responses: Situation Analysis in Online Shopping
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    Chapter 5 Online International Outshopping Experience: Proposition of a Research Model
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    Chapter 6 How Can an Assortment Be Reduced Without Changing the Perception of Variety? A Study of the Isolated Effects of Assortment Breadth and Depth
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    Chapter 7 An Interactive Session with Top Reviewers
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    Chapter 8 Global Growth in International Sport: A Niche Portfolio Strategy
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    Chapter 9 Practices of Business Sustainability: Models and Cases
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    Chapter 10 Videos for Marketing and Patient Education on Chinese Hospitals’ Web Sites
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    Chapter 11 Interactive E-Health Tools for Patients on Chinese Hospitals’ Web Sites
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    Chapter 12 When Does the Value of Compensation Matter in Service Recovery?
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    Chapter 13 Re-engineering the Brand Portfolio Following Mergers and Acquisitions (M&A): A Conceptual Framework
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    Chapter 14 Investigating Global and Traditional Hispanic Culture in Hispanic TV Advertisements
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    Chapter 15 Is Our Understanding of Other-Emerging Markets Blurred by Bric-focused Market Characteristics? Sheth Revisited
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    Chapter 16 An Examination of Cultural Influences in Green Environmental Behaviour in India and the United States
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    Chapter 17 Developing a Brand Talkativeness Scale
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    Chapter 18 Oops! I Did It Again: Are Some Firms Less Likely to Encounter a Product-Harm Crisis?
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    Chapter 19 The Impact of Comparative Affective States on Online Brand Perceptions: The Moderating Role of Cultural Dimensions
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    Chapter 20 The Impact of Other-Focused Loyalty Program on Hedonic Consumption and Emotional Branding: Implications for Cross-Cultural Study
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    Chapter 21 Main Psychological Sequence of Responses Linked to the Consumer’s Use of an e-Vendor’s Recommender
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    Chapter 22 Rival Team Influence on Team Identification and Cause-Related Sports Marketing
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    Chapter 23 A Meta-Analysis on Export Promotion Programs: New Outcomes
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    Chapter 24 International Marketing Capabilities: The Roles of Organizational Un-inertia and Strategic Flexibility
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    Chapter 25 Luxury Branding in Emerging Markets
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    Chapter 26 On the Service Quality and Satisfaction Relationship: The Moderating Role of Consumer Entitlement
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    Chapter 27 Students’ Flow Experiences in Virtual Learning Environments: A Consumer Behaviour Perspective
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    Chapter 28 Can “Real” Men Consume Ethically? How Ethical Consumption Leads to Unintended Observer Inferences
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    Chapter 29 Mobile Phone Satisfaction: An Examination of Antecedents and Consequences
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    Chapter 30 Cultural Differences in Consumer Response to Nostalgic Advertising: An Extended Abstract
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    Chapter 31 The Influence of Sales Force Technology Use on Performance: The Study of Mediating and Moderating Effects
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    Chapter 32 Make Them Pay! Understanding Consumer Participation in Crowdfunding
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    Chapter 33 A Scale for Measuring Consumers’ Ethical Perceptions of Social Media Research
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    Chapter 34 Governance Strategy for the Social Relationships Between Alumni and Their Alma Mater
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    Chapter 35 Beyond Information: How Consumers Use Online Reviews to Manage Social Impressions
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    Chapter 36 An Empirical Investigation of Specific Uncertainties in the Distribution of Products from Renewable Resources
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    Chapter 37 Choosing a Mode of Political Marketing Strategy: Voter or Brand Identity Orientation
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    Chapter 38 Look Once, Look Twice: Measuring the Effects of Advertising Polysemy on Branding
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    Chapter 39 How Delisting All National Brands in a Given Assortment Impacts on Consumers’ Store Switching Intentions
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    Chapter 40 The Effect of Market Orientation on Performance of Private Hospitals: The Pivotal Role of the Marketing Function
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    Chapter 41 Weekly Wine Consumption and Consumer Response to Price Information
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    Chapter 42 I Want to ‘Share’ This Sexy Ad But My Boss Is Watching: Investigation into Behavior Associated with the Online Multiple Audience Problem
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    Chapter 43 Curve45: An Inflection-Point-Bound Function
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    Chapter 44 Marketing Competencies Based M&A Framework
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    Chapter 45 Customer Acquisition and Customer Retention in a Monopolistically Competitive Industry
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    Chapter 46 Evaluation of the Cognitive Effectiveness on Social Media Advertising Formats
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    Chapter 47 What Are Product Bundles and How to Bundle Products
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    Chapter 48 Applying ISM to Construct a Value-Based Decision Model
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    Chapter 49 It Is Counterfeits that Consumers Love!? Exploring the Phenomenon in the Digital Environment
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    Chapter 50 Investigating Overall Restaurant Image: Generalizing the Triggering Mechanism to Multiple Casual Sit Down Restaurants
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    Chapter 51 App Engagement: The Influence of Intrinsic and Extrinsic Motivation on Downloading Apps
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    Chapter 52 Toward an Understanding of Ethnic Consumers’ Conservation Behavior: The Case of Hispanics
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    Chapter 53 The Role of Competition in the Service Encounter: The Loyal Consumer Perspective
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    Chapter 54 Chutzpah and Its Linkage to Marketing Innovation, and Performance
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    Chapter 55 Making Choices for a Sequence of Healthy and Unhealthy Options
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    Chapter 56 The Effectiveness of Comparative Advertising: Examining Consumers’ Perspectives in Different Cultures
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    Chapter 57 How to Effectively Manage the Dark Side and Bright Side of Customer Participation in Salesperson Job-Related Outcomes
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    Chapter 58 Can’t Live Without Smartphones: Device Attachment as a Dual Route Process Promoting Consumer Loyalty
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    Chapter 59 Entertainment Orientation and Salesperson Relationship Performance
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    Chapter 60 Towards the Re-conceptualisation and Measurement of Services Brand Identity
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    Chapter 61 Examining the Role of Employee-Brand Value Congruence in Internal Brand Management
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    Chapter 62 ‘Yo Krispy Kreme, I Don’t ‘Like’ Your Donuts’: An Empirical Investigation into Complaint Management in the Context of Social Media
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    Chapter 63 Where/How Does Marketing Fit? What Is Marketing’s Place in the Firm and Within the Family of Business Disciplines?
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    Chapter 64 Salesperson-Manager Role-Relationship and Its Impact on Salesperson Performance: A Relational Identity Approach
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    Chapter 65 Celebrating the Pleasure Seekers: A Centenarian Faces the YouTube Generation
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    Chapter 66 The Effect of Brand Communication Style on Brand Engagement in Online Brand-Based Communities
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    Chapter 67 When 3 Price Components Are Fairer Than 2 or 4: Consumers’ Reactions to Price Increases in Tariff Schemes
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    Chapter 68 Knowledge Creation and Firm Performance: The Role of Process Integration in Collaborative Relationships
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    Chapter 69 The Role of Social-Interactive Engagement and Social Identity in the Development of Brand Love Through Facebook Fan Page
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    Chapter 70 Psychological Ownership: A Concept of Value to the Marketing Field
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    Chapter 71 Retail Intimidation
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    Chapter 72 Building Brand Equity Through Combined Communicational Effects
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    Chapter 73 Consumer Over-Engagement: A Foundational Investigation of Sport Consumption Addiction
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    Chapter 74 Developments in Research on Pricing on the Internet
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    Chapter 75 Sponsors Courting Tennis Fans: Visual Processing and Need for Cognition in Evaluating Event Sponsorship
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    Chapter 76 Retailer Brand Equity: Conceptualization and Measurement
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    Chapter 77 Cool, Social Media, and Marketing Communications Strategy: An Anarchy-Network Logic of Value Creation
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    Chapter 78 Information Search in an Era of Connected Consumers
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    Chapter 79 Will Cigarette Plain Pack Work? An Exploratory Study in the UK
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    Chapter 80 A Segmentation of Digital Consumers and Its Impact on Purchase Decision-Making Behavior
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    Chapter 81 Humor Styles of Hispanic and Caucasian Women: Findings on a Dating Website
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    Chapter 82 Dynamic Pricing and Brand Image
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    Chapter 83 When Sport Fans Disengage: A Structured Abstract
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    Chapter 84 Antecedents and Anti-Counterfeiting Tactics That Influence Consumer Complicity
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    Chapter 85 Shifting Sands: Observing Academic Workloads Over Time
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    Chapter 86 Religious Values as a Predictor of Sustainable Consumption Behaviors: A Cross-Cultural Comparison
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    Chapter 87 I Hope, I Desire, but Can I Achieve My Goal: A Self-Regulation Model of Weight Control
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    Chapter 88 Toward a Media-Neutral Conceptualization of Ambient Communication
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    Chapter 89 The Mediating Roles of Brand Engagement and Brand Psychological Ownership in Brand Co-creation
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    Chapter 90 Behavioral Targeting in Health Care Marketing: Uncovering the Sunny Side of Tracking Consumers Online
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    Chapter 91 Experiencing the Place and Drinking Its Wine: How Does Attitude Toward Place Transfer to Its Products?
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    Chapter 92 Adapting Communication Messages to Reward and Punishment Sensitivity of Targeted Audiences in Fighting Obesity
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    Chapter 93 The Relative Contribution of Love and Trust Toward Customer Loyalty
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    Chapter 94 Post-purchase Drama: Do the Retailers Lose from Girls Gone Wild in Fast Fashion Environments?
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    Chapter 95 Customer Expectation of Out-of-Stocks in an Omni-Channel Context: A Call for Supply Chain Management Research
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    Chapter 96 A Cross-National Study on Culture and Perceived Service Quality: A Multi-Dimensional, Hierarchical Framework
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    Chapter 97 Do We Exactly Know Entertainment? Demystifying the Lines of Entertainment Marketing
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    Chapter 98 Make Brand Love, Not War: The Power of Combining Explicit and Implicit Brand Attitude Measurement to Detect Brand Affection
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    Chapter 99 Friend or Foe? A Small Business Success Story of Collaborating with Competitors Using Social Media
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    Chapter 100 Brands Can Make Consumers Happy! Developement of a Scale to Measure Brand Happiness
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    Chapter 101 A Review of Brand Love: Conceptual Considerations and Their Relevance for Business
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    Chapter 102 Power of Brands in Recalling Nostalgic Memories Among Young Adults: An Exploratory Study
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    Chapter 103 Brand Love of Employees: What Is It? How Is It Affected? Does It Drive Employee Brand Behavior?
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    Chapter 104 Creating Passionate Love Through Rational Value: A Moderated Mediation Analysis Considering Identification and Relationship Duration
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    Chapter 105 The Effect of Private Labels’ Image on Retailer’s Brand Image
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    Chapter 106 Consumers Helping Consumers; The Role of Psychological Need Fulfillment in an Online Reviewer Community
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    Chapter 107 Identifying Compulsive Buyers: An Examination of Existing Scales from the Perspective of Medical Practitioners
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    Chapter 108 Through the Looking-Glass: Reflections on the Role of Consumption in the Journey to Motherhood
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    Chapter 109 Online Product Ratings: Dynamic Trends and Diagnosticity Assessment Explanation
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    Chapter 110 Toward an Understanding of Consumer Feedback in the Online Environment: Does Managerial Participation Help?
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    Chapter 111 Developing a Returns Competency: The Influence of Collaboration and Information Technology
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    Chapter 112 Co-branding Strategies of High-Tech Products and Luxury Brands: A Cross-Cultural Perspective
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    Chapter 113 From Outsourcing to Insourcing Brand Management: How Networking Helps SMEs to Become More Brand-Oriented?
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    Chapter 114 Service Quality Perception and Casino Player Loyalty
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    Chapter 115 Information Sharing Always Helps Team Decisions? The Hidden Profile Condition
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    Chapter 116 Relationship Marketing in High Technology Based SMEs: A Customer Perspective
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    Chapter 117 “Don’t Drink and Drive”: Can Sensory and Experiential Factors Influence Effectiveness of Alcohol Warning Messages?
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    Chapter 118 How to Catch the Generation Y: Identifying Eco-Innovators Among Young Customers
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    Chapter 119 Design Effects on Findings in Simulations Comparing Formative and Reflective Measurement Specifications
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    Chapter 120 The Impact of Market Orientation on Boundary-Spanning Employees
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    Chapter 121 Social Media and Customer Engagement: Dyadic Word-of-Mouth
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    Chapter 122 An Empirical Investigation of Remote Mobile Payment Adoption
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    Chapter 123 Do Learning-Oriented Organizations Develop More Competitive Products? A Project-Level Exploration
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    Chapter 124 Trust, Conflicts, and Orientation Interact in Measuring Export Performance
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    Chapter 125 Empowering Female Entrepreneurs Through Social Media: A Conceptual Model
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    Chapter 126 Drivers of Inter-organizational Trust in Buyer-Seller Relationships: A fsQCA Analysis
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    Chapter 127 Consumers’ Role in Value Co-creation Through Participation and Knowledge: A Healthcare Perspective
  129. Altmetric Badge
    Chapter 128 Consumer-Brand Engagement: Toward a Comprehensive Theoretical Framework
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    Chapter 129 Less Risk, More Fun? The Role of Ownership Risk Perception for Access-Based Service Value Perception and Usage
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    Chapter 130 Extended Stakeholder Orientation: Influence on Innovation and Firm Performance
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    Chapter 131 Understanding B2B Relationships Between an Open-Source Firm and Application Developers: Sharing Profits from Applications and In-Application Advertisements
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    Chapter 132 Not All Image the Same: Institutional Antecedents and Brand Implication of Country Image
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    Chapter 133 Relationship Commitment and Trust in Inter-organizational Networks
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    Chapter 134 Consumer Product Evaluation Updating: The Impact of Online and Interpersonal Social Influence on Evaluation Certainty
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    Chapter 135 Pronouns and Pro Sports: The Linguistics Behind Social Media Marketing
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    Chapter 136 The Role of Gender in Co-branding Strategies of Hi-Tech Brands and Luxury
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    Chapter 137 Consumer Involvement in Nutrition: The Effect of Regulatory Focus
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    Chapter 138 What Drives Anti-brand Community Behaviours: An Examination of Online Hate of Technology Brands
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    Chapter 139 Compulsive Buying Behavior: Relationship with Impulse Buying and a Proposed Model of Antecedents
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    Chapter 140 Moderating Effects of Psychic Distance on the Gaps Model of Service Quality
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    Chapter 141 Towards a New Hierarchy of Personal Values: Activating Values in Biculturals Through Language
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    Chapter 142 Reestablishing Intrapersonal Balance Through Restoration: An Integrated Framework to Escape Dissonance
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    Chapter 143 Brand Orientation and Service Quality in Online and Offl ine Environment: An Empirical Examination
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    Chapter 144 Saturated Nation in Social Networking Sites; An Examination of the Negative Effect of Facebook’s Brand Communities on Brand-Consumer Relationship
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    Chapter 145 Decomposing Risk Perceptions in Inter-organizational Settings
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    Chapter 146 Improving the Effectiveness of Nutritional Labeling: The Role of Color
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    Chapter 147 This Cannot Be a Private Label: Effects of Private Labels on Consumer Sensory Evaluation
  149. Altmetric Badge
    Chapter 148 Understanding Conditions of Sales Force Frustration
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    Chapter 149 White Lies and Pardons: The Role of Consumer Forgiveness in Relationships with Service Providers
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    Chapter 150 Student Perceptions on Classroom to Corporation Transitional Marketing Activities
  152. Altmetric Badge
    Chapter 151 The Relationship Between Materialism and Environmental Consciousness: A Multilevel Analysis
  153. Altmetric Badge
    Chapter 152 Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era
  154. Altmetric Badge
    Chapter 153 A Little Bit Goes a Long Way: How Hotels Increase Loyalty from Social Media Communication
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    Chapter 154 Control Creates Comfort: The Importance of Proactive Response to Privacy Concerns
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    Chapter 155 Proposition of a Retailer Brand Equity Metric
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    Chapter 156 Uh-Oh, Tiger Is in Trouble: Empirical Analysis of Consumers’ Moral Reasoning Strategies and Their Implications for Endorsed Brands
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    Chapter 157 Price Match Guarantees: A Conceptual Examination
  159. Altmetric Badge
    Chapter 158 An Investigation on the Role of Disruptive Technology Adoption on New Product Market Performance and Launch Timeliness
  160. Altmetric Badge
    Chapter 159 Towards Understanding Buyer Insecurity and the Moderating Effect of Emotional Intelligence on Relationship Quality
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    Chapter 160 Managing Disruptive Change in Channel Relationships
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    Chapter 161 The Effects of Personality Traits on Social Media Involvement and Electronic Word of Mouth
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    Chapter 162 Testing the Concepts of Market Mavenism and Opinion Leadership in China
  164. Altmetric Badge
    Chapter 163 Z[oo]ming in…How Brand Love and Sense of Community: Contribute to the Success of Zumba®
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    Chapter 164 The Meaning Transfer Process in Celebrity Endorsements: A Quantitative Exploration
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    Chapter 165 An Eclectic Framework for Sustainability Reports: Implications for Socially Responsible Investors
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    Chapter 166 The Impact of Face and Self-construal on SST and Interpersonal Service Orientations
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    Chapter 167 Determinants of Corporate Social Responsibility Disclosure Strategies: A Fresh Perspective
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    Chapter 168 Consumer Online Brand Engagement and Brand Equity Creation: An Empirical Research on the Italian Luxury Fashion Brands
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    Chapter 169 How Social Media Marketing Efforts Influence Brand Equity Creation and Its Consequences: The Case of Luxury Brands
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    Chapter 170 The Relationships of Cognition, Playfulness, Enjoyment and Identity Expression in Computer Gaming
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    Chapter 171 Service Failures as Value Co-destruction Moments
  173. Altmetric Badge
    Chapter 172 Beyond the Sponsor Recall and Recognition: The Role of Sponsorship-Linked Communications on Creating Brand Attitude and Purchase Intention
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    Chapter 173 Engaging Inexperienced Salespeople to Work Hard to Be Lucky: Towards the Attribution of Sales Performance to Luck
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    Chapter 174 Protecting the Franchise Brand in the Age of Social Media
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    Chapter 175 Emotional Ads: Which Efficiency Toward Older Persons?
  177. Altmetric Badge
    Chapter 176 Inductive and Deductive Models of Customer-Based Brand and Organizational Identification
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    Chapter 177 Indianapolis: Leveraging the Sports Strategy
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    Chapter 178 Firm Capabilities and Growth: The Moderating Effect of Market Conditions
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    Chapter 179 Online Brand Communities: There Is More Than Oneway to Drive Consumers’ Online Brand Identity and Interactivity
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    Chapter 180 Fashion Impulse Purchasing: The Role of Brand Love, Fashion Involvement and Hedonic Consumption Tendency
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    Chapter 181 Online Consumption Community Membership: The Role of Sense of Community and Social Identity
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    Chapter 182 Engaging Customer Preference Through Trade Credit: An Investigation of the Impact of Payment Terms on Brand Equity
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    Chapter 183 The Perspective of Small Retailers on Sustainability: An Exploratory Study for Scale Development
  185. Altmetric Badge
    Chapter 184 From Customer Engagement to the Customer Journey: Understanding the Drivers of Engagement in B2C and B2B Environments
  186. Altmetric Badge
    Chapter 185 Worse than Bad: Inferences About Product Quality from Memory
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    Chapter 186 The Big Data Hierarchy: A Multi-stage Perspective on Implementing Big Data
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    Chapter 187 Advancing Stakeholder Marketing Through Resource-Based Theory
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    Chapter 188 The Influence of Spatial Position of Price Sequences on Choice and Value Perceptions
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    Chapter 189 Money Matters: How Red Versus Black Prices Impact Savings Perception Under Financial Scarcity
  191. Altmetric Badge
    Chapter 190 Bottom of the Pyramid, Marketing and Global Markets: Multidisciplinary Discourses and Emerging Literature
  192. Altmetric Badge
    Chapter 191 Monet’s, Nympheas… $11 Million; Rothko’s, White… $73 Million; My Youngest Son’s, The Burial of Our Dog Rover… Priceless!: Consumer Behavior in the Fine Art Market
  193. Altmetric Badge
    Chapter 192 Going Under the Needle for Your Brand: Tattooing as the New Market Medium
  194. Altmetric Badge
    Chapter 193 Going Under the Needle for Your Brand: Tattooing as the New Market Medium
  195. Altmetric Badge
    Chapter 194 Infusing Personality to Brands: The Key Influence of SME Owner/Managers
  196. Altmetric Badge
    Chapter 195 Leveraging Synesthesia for Novel Idea Generation
  197. Altmetric Badge
    Chapter 196 Create or Appropriate? Strategic Alignment Preference in Incumbent-New Venture Alliances and Innovation Outcomes
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    Chapter 197 Team Trust and Team Learning in New Product Development Projects
  199. Altmetric Badge
    Chapter 198 Influence of Behavioral Integration Within Top Management Teams and Board Control on Market Orientation, Innovation, and Firm Performance
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    Chapter 199 I’m Proud of It: Consumer Technology Appropriation and Psychological Ownership
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    Chapter 200 Brands: What’s Love Got to Do with It?
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    Chapter 201 The Role of Online Social Interaction in the Recommendation of a Brand Community
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    Chapter 202 Nonprofit Advertising and Persuasive Messages
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    Chapter 203 How Resistance to Change Affects on Brand Loyalty in Consumables Market
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    Chapter 204 Do/Feel Good: Health Risk Display Formats and Decision-Making
  206. Altmetric Badge
    Chapter 205 Does Firm Strategic International Orientations Synergize?
  207. Altmetric Badge
    Chapter 206 Conceptualizing and Operationalizing the Reverse Internationalization Phenomena of Firms
  208. Altmetric Badge
    Chapter 207 Brand to Brand: Consumer Evaluations of Spillover Effects in Interbrand Communications
  209. Altmetric Badge
    Chapter 208 Review of Research on CSR in International Marketing: 1993–2013
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    Chapter 209 United We Shop! Chinese Consumers’ Online Group Buying
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    Chapter 210 Expressions of (Dis)Respect: Understanding Respect in a Consumer Context
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    Chapter 211 We Clapped for the Hologram: Authenticity in Experiential Consumption
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    Chapter 212 Understanding Consumers’ Brand Aspiration: A Scale Development and Validation
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    Chapter 213 Evaluating the Role of Positive Emotions and Character- Brand Interaction on Implicit Attitudes for Brand Placement Effectiveness
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    Chapter 214 The Use of Social Media Tools in the Sales Organization: Individual, Organizational, and Customer–Related Antecedents
  216. Altmetric Badge
    Chapter 215 How Mobile Shopping Affects Customer Purchase Behavior: A Retailer’s Perspective
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    Chapter 216 The Effects of Online Negative Word-of-Mouth: An Empirical Study
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    Chapter 217 Salespeople and the Verification Process: The Critical Role Salespeople Can Play in Firm Verification Strategies
  219. Altmetric Badge
    Chapter 218 Is There Such a Thing as Reverse Psychology?
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    Chapter 219 Scientometric Analysis of Marketing Theoreticians
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    Chapter 220 Strategic Trade-offs in Hotel Best Rate Guarantees
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    Chapter 221 Investigating the Drivers that Determines Brand Loyalty: A Study of the Experience-Commitment-Loyalty Construct
  223. Altmetric Badge
    Chapter 222 Does Sexual Humor Work on Mars, but Not on Venus? Exploring Consumer Acceptance of Sexually Humorous Advertising by Gendered Brands
  224. Altmetric Badge
    Chapter 223 Contingent Effects of Humor Type and Cognitive Style on Consumer Attitudes
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    Chapter 224 The Efficacy of Sexualized Female Models in Young Adult-Male Oriented Cigarette Advertising
  226. Altmetric Badge
    Chapter 225 A Structural Equation Modeling-Based Examination of the Private Label Brand (PLB) Consumer Evaluation Process
  227. Altmetric Badge
    Chapter 226 How Social Media Works: Using Web Analytics
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    Chapter 227 Cultural Appropriation of Death Celebrations: The Case of Halloween
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    Chapter 228 Sports Sponsorship Effectiveness: The Impact of Transformational Consumption Experiences
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    Chapter 229 Ingredient Brand Versus Host Brand in Smartphone Market
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    Chapter 230 Cross-Cultural Issues in Sales Behavior Research
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    Chapter 231 Use of Consumers with Disabilities in Advertising: A Proposal for Research
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    Chapter 232 From Product-Market Data to Business Intelligence: Marketing Pioneers Who Engaged Their Clients
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    Chapter 233 The Impacts of Brand Cohesiveness and Similarity in Feedback Extension Effects
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    Chapter 234 Radical Innovation, Technological Orientation, and New Product Development Performance
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    Chapter 235 The Customer Fishbowl: Strategic Approaches to Customer Privacy
  237. Altmetric Badge
    Chapter 236 The Effect of Brand Crisis on Consumer’s Response: The Moderating Roles of Brand Associations and Brand-Customer Relationship Strength
  238. Altmetric Badge
    Chapter 237 Paying More for Victoria than Tonya: The Moderating Effect of Brand Anthropomorphism on Phonetic Symbolism
  239. Altmetric Badge
    Chapter 238 Exploring the Influence of Brand Innovation on Marketing Performance Using Signaling Framework and Resource-Based Theory (RBT) Approach
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    Chapter 239 Comparative Evaluation and Framing: How Price-Quality Relationship Is Vulnerable to Attribute Framing
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    Chapter 240 Prioritizing Retail CSR Strategies: Developing and Applying the Kano Approach
  242. Altmetric Badge
    Chapter 241 A Content Analysis of Texting and Driving Danger Advertisements
  243. Altmetric Badge
    Chapter 242 Managing Crisis Overseas: An Explorative Analysis of Apple’s Warranty Crisis Communication in China
  244. Altmetric Badge
    Chapter 243 Exploring the Concept of Celebrity Brands Amongst College Students
  245. Altmetric Badge
    Chapter 244 Internal Marketing, Retail Employee Commitment, and Employee Response to Retail Theft: An Exploration
  246. Altmetric Badge
    Chapter 245 A Qualitative View of Hailers: Retail Salespeople Near the Entrance of Retail Stores
  247. Altmetric Badge
    Chapter 246 Relationship Marketing and the Patient Physician Relationship
  248. Altmetric Badge
    Chapter 247 Healthcare Resort: An Integrated Approach to Re-model Healthcare Services
  249. Altmetric Badge
    Chapter 248 What Motivate Consumers to Participate in Online Communities: A Critical Review of Extant Knowledge
  250. Altmetric Badge
    Chapter 249 An Evaluation of the Demand for Orphan Drugs as a Response to Promotional Expenditures
  251. Altmetric Badge
    Chapter 250 The Effect of Prices on the Prescription Behavior of Pharmaceuticals
  252. Altmetric Badge
    Chapter 251 A Modified RFMI Framework and Strategic Implications for Analyzing VIP Customers in Logistics Companies: A Case Study of Jiaji Co. Ltd. in China
  253. Altmetric Badge
    Chapter 252 Emotional Capital: The Missing Link Between Social Media Usage and Customer Relationship Performance
  254. Altmetric Badge
    Chapter 253 The Heterogeneous Market Dynamics and New Product Success in the Web 2.0 Era: An Electronic Marketing Orientation Perspective
  255. Altmetric Badge
    Chapter 254 Microfoundations of Ethical Marketing Decision Making
  256. Altmetric Badge
    Chapter 255 Is Proactive Cannibalization a Profitable Strategy? Preliminary Results and Implications for Future Research
  257. Altmetric Badge
    Chapter 256 Promoting Nation’s Soft Power: How U.S. and Korea Use Public Diplomacy in Nation Branding in Social Media
Overall attention for this book and its chapters
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Mentioned by

blogs
1 blog
twitter
7 tweeters
wikipedia
1 Wikipedia page

Citations

dimensions_citation
6 Dimensions

Readers on

mendeley
145 Mendeley
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Title
Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era
Published by
Springer International Publishing, January 2016
DOI 10.1007/978-3-319-11815-4
ISBNs
978-3-31-911814-7, 978-3-31-911815-4
Editors

Michael W. Obal, Nina Krey, Christian Bushardt

Twitter Demographics

The data shown below were collected from the profiles of 7 tweeters who shared this research output. Click here to find out more about how the information was compiled.

Mendeley readers

The data shown below were compiled from readership statistics for 145 Mendeley readers of this research output. Click here to see the associated Mendeley record.

Geographical breakdown

Country Count As %
Iran, Islamic Republic of 1 <1%
Pakistan 1 <1%
Germany 1 <1%
Brazil 1 <1%
Unknown 141 97%

Demographic breakdown

Readers by professional status Count As %
Student > Ph. D. Student 35 24%
Student > Master 29 20%
Student > Bachelor 16 11%
Student > Postgraduate 9 6%
Researcher 8 6%
Other 26 18%
Unknown 22 15%
Readers by discipline Count As %
Business, Management and Accounting 71 49%
Economics, Econometrics and Finance 14 10%
Social Sciences 8 6%
Psychology 6 4%
Arts and Humanities 6 4%
Other 18 12%
Unknown 22 15%