Desarrollo de negocios área mercadotecnia

International Journal of Market Research, Volume 66, Issue 5, Page 650-673, September 2024. Free samples and loyalty cards are frequently used, but there is little rigorous empirical testing of their effects. We conducted a stepped wedge trial in 29 workplace food outlets to investigate their effects on sales of plant-based meals. Outlets were randomly assigned […]

International Journal of Market Research, Volume 66, Issue 5, Page 610-630, September 2024. This paper investigates the role of sentiment and specific emotion analysis in forecasting donation behaviour within the context of social networking services (SNSs). The study empirically examines the influence of sentiment and specific emotion analysis on donation behaviour for two non-profit organizations

International Journal of Market Research, Volume 66, Issue 5, Page 631-649, September 2024. Despite the concept of a suggestive brand name existing for over one hundred years (Viehoever, 1920), the prevalence of suggestive versus non-suggestive brand names has not been documented. Previously, to do so extensively would have taken considerable time and money. We now

International Journal of Market Research, Volume 66, Issue 5, Page 567-588, September 2024. The SARS-CoV-2 pandemic strongly influenced daily practices, and this manifested in social interactions, communications and consumption. This work addresses the relations between branding and cultural trends in strategic communication and advertising in different contexts of the pandemic. First, we reviewed the concepts

International Journal of Market Research, Volume 66, Issue 5, Page 559-566, September 2024. Machine learning classifiers are increasingly widely used. This research note explores how a particular widely used classifier, the Random Forest, performs when faced with samples which are imbalanced and noisy data. Both are known to affect accuracy, but if their effects are

International Journal of Market Research, Volume 66, Issue 5, Page 543-549, September 2024. New technology can be a source of great optimism and a force for positive change in the research industry. As such, it is important to discuss the merits of emerging technology. In this research note, the emergent opportunity for qualitative research in

International Journal of Market Research, Volume 66, Issue 5, Page 550-558, September 2024. Self-administered web surveys provide respondents only limited opportunities for feedback. Therefore, many web surveys include so-called “final comment questions” (FCQs) that allow respondents to elaborate on the survey in general and the survey questions in particular. Typing in open answers in text

International Journal of Market Research, Volume 66, Issue 5, Page 519-542, September 2024. This research note addresses a significant gap in the literature regarding the underlying mechanisms of purchase decision-making that lead to unplanned and impulse purchases. Although several papers have highlighted the differences between the two purchase types, recent academic publications continue to use

International Journal of Market Research, Ahead of Print. In insurance, proposing an accurate premium that is adjusted to the insured risk profile allows companies to better manage their portfolios and to be more competitive. Machine learning methods have recently been adopted for various improvements in insurance ratemaking, especially in the automobile industry. These models are

The power of beliefs: how diversity advertising builds audience connectednessAmelie Burgess, Dean Charles Hugh Wilkie, Rebecca DolanEuropean Journal of Marketing, Vol. ahead-of-print, No. ahead-of-print, pp.- In response to the growing significance of diversity advertising, this study aims to investigate its impact on audience connectedness. This is an emerging metric crucial for gauging diversity advertising success.