Zobrazeno 1 - 10
of 17
pro vyhledávání: '"Astrid L. Keel"'
Autor:
Brian L. Bourdeau, Astrid L. Keel
Publikováno v:
Innovative Marketing, Vol 9, Iss 2 (2013)
Externí odkaz:
https://doaj.org/article/c38d6142545945608009c37f46af192d
Autor:
Astrid L. Keel, An T.K. Tran
Publikováno v:
Business Horizons. 66:359-370
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::5827128fa3d75cd6e9b7a60eac26052d
https://doi.org/10.1016/j.bushor.2023.01.004
https://doi.org/10.1016/j.bushor.2023.01.004
Publikováno v:
Journal of Strategic Marketing. :1-17
Brands have recently begun to take a brand activism strategy through which they align themselves with a sociopolitical cause to increase their relevance and strengthen customer relationships. This ...
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::6b976c5b00527dc7a8a157eedd67c381
https://doi.org/10.1080/0965254x.2021.1904435
https://doi.org/10.1080/0965254x.2021.1904435
Autor:
Astrid L. Keel, An T.K. Tran
Publikováno v:
Journal of Consumer Marketing. 38:159-167
Purpose The purpose of this study is to examine individuals’ subjective perception of spare time available for activities that are more or less attractive. Design/methodology/approach Three experiments with adult samples manipulate liking of activi
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::268eeaa9c4e26714a25edfe03ed4046d
https://doi.org/10.1108/jcm-04-2020-3778
https://doi.org/10.1108/jcm-04-2020-3778
Autor:
Marco Wolf, Astrid L. Keel
Publikováno v:
Psychology & Marketing. 37:1743-1754
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::f8d1742dbd20cd0fb02a9eb8bb0fa89b
https://doi.org/10.1002/mar.21425
https://doi.org/10.1002/mar.21425
Autor:
Astrid L. Keel, Thomas Martin Key
Publikováno v:
European Journal of Marketing. 54:546-569
Purpose This paper aims to explore how chief executive officers (CEOs) and C-suite marketing executives (chief marketing officers [CMOs], chief customer officers [CCOs], chief branding officers [CBOs], etc.) talk about marketing concepts to better un
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::0c0570622c6e66823f99ad03cac6b4a0
https://doi.org/10.1108/ejm-01-2019-0105
https://doi.org/10.1108/ejm-01-2019-0105
Publikováno v:
Journal of Strategic Marketing. 29:24-46
We study the impact of online buzz prior to internet firms’ Initial Public Offerings (IPOs) on market valuation of their common stock through the first two years. Using economics of information the...
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::e85a87a3983ac2c3ba66117e14412aa3
https://doi.org/10.1080/0965254x.2019.1593222
https://doi.org/10.1080/0965254x.2019.1593222
Publikováno v:
Journal of Applied Structural Equation Modeling. 3:1-14
Firms devote large amounts of resources toward customer retention practices since relationship duration is a key driver in enhancing customer lifetime value. We posit that customer inertia plays an important role in determining service duration. In a
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::86903e6475e2f4bf1bdc7af228a2d4eb
https://doi.org/10.47263/jasem.3(1)02
https://doi.org/10.47263/jasem.3(1)02
Autor:
Avery M. Abernethy, Astrid L. Keel
Publikováno v:
Journal of Advertising. 45:13-18
Author cooperation is almost always needed when attempting to replicate important advertising research because critical study details are often omitted from articles due to the value of journal space. We replicate and extend Reid, Rotfeld, and Wimmer
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::86479e17f40f3c161c9d57d17d5de60c
https://doi.org/10.1080/00913367.2015.1079751
https://doi.org/10.1080/00913367.2015.1079751
Autor:
Dan Padgett, Astrid L. Keel
Publikováno v:
Journal of Consumer Marketing. 32:43-50
Purpose – This paper aims to examine the potential for adjacent brands to influence sales of a focal brand. Specifically, this paper examines whether the type of adjacent brand (market leader or non-market leader competitor) and its promotion (feat
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::d6db0e1ca2652635bcb2f65517f2f38a
https://doi.org/10.1108/jcm-02-2014-0860
https://doi.org/10.1108/jcm-02-2014-0860