Desarrollo de negocios área mercadotecnia

Objetivo: Este artigo investiga como a pesquisa acadêmica em negócios e gestão aborda o conceito do princípio da perda suportável. Identificamos o que os pesquisadores observaram do ponto de vista do princípio da perda suportável, o que eles encontraram e a quais conclusões chegaram para desenvolvermos uma agenda de pesquisa futura. Método: Este estudo analisou […]

Conceptualizing ephemerality in online marketing communication for consumers and firmsLane WakefieldEuropean Journal of Marketing, Vol. ahead-of-print, No. ahead-of-print, pp.- Consumers send billions of messages with high ephemerality each day, yet the effects of this type of communication are relatively unknown. Online ephemeral communication refers to sending and receiving information with a predetermined, finite lifespan in

Transitioning beyond single-use plastic drinks cups: an emergent social marketing case study in ScotlandMarylyn Carrigan, Victoria Wells, Kerry MackayEuropean Journal of Marketing, Vol. ahead-of-print, No. ahead-of-print, pp.- This study aims to investigate whether consumers and small businesses can transition from disposable to reusable coffee cups, using a community social marketing intervention, led by a Social

Collective impact for ocean literacy – inspiring the next generation of ocean champions using social marketingPatricia McHugh, Cushla Dromgool-Regan, Christine T. Domegan, Noirin BurkeEuropean Journal of Marketing, Vol. ahead-of-print, No. ahead-of-print, pp.- This paper aims to describe a case between practitioners and social marketing academics to grow and scale a programme that engages with primary

The double-edged sword of envy: effects of envy type and regulatory focus on consumer decision-makingRajat Roy, Fazlul K. Rabbanee, Diana Awad, Vishal MehrotraEuropean Journal of Marketing, Vol. ahead-of-print, No. ahead-of-print, pp.- This study aims to investigate the fit of a promotion (prevention) focus with malicious (benign) envy and how this fit influences positive and negative

CONVOCATORIA INÉDITO 2024 SCROLL DOWN ¡Bienvenido a Inédito 2024! MXTC (México Territorio Creativo) se enorgullece de presentar la décima edición de Inédito, una plataforma que celebra la innovación y la creatividad en el diseño contemporáneo mexicano. ¿Qué nos distingue? Registrarme Ahora Te recomendamos leer la comvocatoria completa antes de iniciar tu registro. Nuestra Misión Fomentamos

More than meets the eye: hidden messages in the attribution of human-like values to product categoriesSheng Ye, Joanne Sneddon, Anat Bardi, Liat Levontin, Geoffrey Soutar, Julie LeeEuropean Journal of Marketing, Vol. ahead-of-print, No. ahead-of-print, pp.- This paper aims to draw on values theory, associative network theory and schema congruity theory to examine how consumers attribute

Who can afford to blame? Sender effects in blame-shifting crisis communicationsPaolo Antonetti, Ilaria BaghiEuropean Journal of Marketing, Vol. ahead-of-print, No. ahead-of-print, pp.- When companies face a crisis, they sometimes deliver blame-shifting communications, trying to shift blame onto another actor to protect their reputation. While previous research has considered how different features of the message affect

Going beyond the untold facts in PLS–SEM and moving forwardJoe F. Hair, Marko Sarstedt, Christian M. Ringle, Pratyush N. Sharma, Benjamin Dybro LiengaardEuropean Journal of Marketing, Vol. 58, No. 13, pp.81-106 This paper aims to discuss recent criticism related to partial least squares structural equation modeling (PLS-SEM). Using a combination of literature reviews, empirical examples,

TOURS DE DISEÑO 11 OCT – 1 NOV Tours de Diseño consiste en un pequeño circuito de showrooms, talleres y tiendas de diseño mexicano (contemporáneo y artesanal) a los que nuestra comunidad podrá acudir durante el mes de octubre del año en curso. TOURS DE DISEÑO Descripción Una vez más, contamos con una programación que