Desarrollo de negocios área mercadotecnia

International Journal of Market Research, Ahead of Print. The visual design of consumer packaged products is crucial for brand success, as consumers learn to recognise pack styles and look for these in buying situations. Therefore, any pack redesign is risky, as the change could interfere with consumers’ ability to find and buy the brand. Market […]

International Journal of Market Research, Volume 66, Issue 6, Page 711-728, November 2024. Key driver analysis (statistically inferred importance analysis) is commonly implemented to understand what customer satisfaction attributes are most important in driving overall customer satisfaction. Building on prior research, this article suggests that dominance analysis and relative weight analysis are the most appropriate

International Journal of Market Research, Volume 66, Issue 6, Page 729-749, November 2024. Although the literature on upselling has investigated different aspects of inducing upselling, there are limited discussions of the effect of past transactions on customers’ acceptance of upsells. Building on the expectation-confirmation and reference dependence theories, this study utilized mixed-effect regression analysis to

International Journal of Market Research, Ahead of Print. Cost- and time-efficient web surveys have progressively replaced other survey modes. These efficiencies can potentially cover the increasing demand for survey data. However, since web surveys suffer from low response rates, researchers and practitioners start considering social media platforms as new sources for respondent recruitment. Although these

International Journal of Market Research, Volume 66, Issue 6, Page 677-686, November 2024. The present study introduces the concept of validating data quality indicators through re-classification. We use the term re-classification to mean the evaluation of how well an indicator detects the quality of different versions of a survey question for which the quality is

International Journal of Market Research, Volume 66, Issue 6, Page 687-693, November 2024. Literature reviews are an essential feature of academic research because, fundamentally, the advancement of knowledge must be built on prior existing work, and to push the frontiers of knowledge, one must be clear as to where these frontiers presently are. By systematically

Beyond the new normal for sustainability: transformative operations and supply chain management for negative emissionsStelvia V. Matos, Martin C. Schleper, Jeremy K. Hall, Chad M. Baum, Sean Low, Benjamin K. SovacoolInternational Journal of Operations & Production Management, Vol. 44, No. 13, pp.263-295 This paper aims to explore three operations and supply chain management (OSCM) approaches

A second life for second-hand products: the role of anthropomorphism and taboo trade-offsJing Wan, Pankaj AggarwalEuropean Journal of Marketing, Vol. 58, No. 13, pp.184-204 Trade-offs that involve secular values of money and sacred human values are often seen as taboo. This paper aims to examine how consumers avoid making taboo trade-offs with anthropomorphized products, by

From killer bunnies to talking cupcakes: theorizing the diverse universe of virtual influencersRossella C. Gambetti, Robert V. KozinetsEuropean Journal of Marketing, Vol. 58, No. 13, pp.205-251 This study aims to expand understanding of the diversity of virtual influencer forms by investigating their nonhuman-like, animal and graphic or cartoon variations. A three-year multisite longitudinal netnography studied

Incumbents’ marketing deterrence strategies and potential entrants’ time-to-entry: evidence from the US airline industrySina Aghaie, Omid Kamran-Disfani, Milad Darani, Mohammad Mike SaljoughianEuropean Journal of Marketing, Vol. ahead-of-print, No. ahead-of-print, pp.- The purpose of this study is to investigate how incumbent firms’ marketing deterrence strategies, price-cuts and quality improvement, influence potential entrants’ (PEs) entry timing into