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Digital Advertising: Theory and Research, Third Edition(1)
Journal of Consumer Marketing(1)
Journal of Interactive Marketing(1)
Better than sex: further development and validation of the consumption gender scale
ArticleAbstract: Purpose: Biological sex is an important segmenting variable in marketing. Yet its ability to meaningPalabras claves:Fluid gender, Gender Identity, Gender schema theory, Market Segmentation, Media planning, Psychological scale developmentAutores:Attila Pohlmann, Chen Q.Fuentes:scopusConsumers’ Role Performance and Brand Identification: Evidence from a Survey and a Longitudinal Field Experiment
ArticleAbstract: Why do some consumers evangelize brands and create value for them even without receiving any directPalabras claves:brand identification, Extra-role behavior, In-role behavior, Online brand community, Self-determination theoryAutores:Attila Pohlmann, Chen Q., He Y., Lee R.P., Wang Y.Fuentes:scopusEasy loving: Understanding affect in social media
Book PartAbstract:Palabras claves:Autores:Attila Pohlmann, Chen Q.Fuentes:scopus