Zobrazeno 1 - 10
of 12
pro vyhledávání: '"Monika Rawal"'
Publikováno v:
Management Letters/Cuadernos de Gestión, Vol 23, Iss 2, Pp 37-50 (2023)
Previous research in customer-brand relationships has found brand disidentification as one of the reasons for customers turning against brands. However, there is not much clarity on the antecedents of brand disidentification. Aligning with the balanc
Externí odkaz:
https://doaj.org/article/84f30cfd3bf44fe0a50f77e7adb95771
Publikováno v:
Journal of Research in Interactive Marketing.
PurposeThis study examines the use of dark humor in brand-to-brand communications on social media and its impact on consumers' brand perceptions. In particular, this study looks at roasting messages in which a brand humorously insults its peers.Desig
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::49d2beaff72a522fa842f884ee1a44c8
https://doi.org/10.1108/jrim-12-2022-0370
https://doi.org/10.1108/jrim-12-2022-0370
Autor:
Joseph F. Hair, José Luis Saavedra, Nwamaka A. Anaza, Monika Rawal, Ramin Bagherzadeh, Christian Nedu Osakwe
Publikováno v:
Journal of Business Research. 133:116-131
Research suggests that customer-brand disidentification is a pertinent source for the breakdown of consumer-brand relationships and a reason why consumers turn against brands. However, practical and theoretical interest in the study of customer-brand
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::80bbda285256966b2c136e02df997d40
https://doi.org/10.1016/j.jbusres.2021.03.064
https://doi.org/10.1016/j.jbusres.2021.03.064
Autor:
Jose Saavedra Torres, Monika Rawal
Publikováno v:
Marketing Education Review. 31:76-86
We introduce the surreal play experience (SPE) as an effective pedagogical method of experiential learning for teaching professional sales. Using a customer’s needs assessment as a skill to develop...
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::4bff9ca67f5cc46ca0248c50230e8f01
https://doi.org/10.1080/10528008.2021.1871848
https://doi.org/10.1080/10528008.2021.1871848
Publikováno v:
Journal of Product & Brand Management. 30:377-391
Purpose This paper aims to examine the role of brand attachment as a relevant construct in customers’ evaluation after they face a service failure which impacts future consumer behaviors. It mainly answers the research question: does brand attachme
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::09b5d7fb7f6ad67bdf1de3e6467d0497
https://doi.org/10.1108/jpbm-03-2019-2293
https://doi.org/10.1108/jpbm-03-2019-2293
Publikováno v:
Developments in Marketing Science: Proceedings of the Academy of Marketing Science ISBN: 9783030898823
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::eb0f17b2325341766fff2a253dbb3d78
https://doi.org/10.1007/978-3-030-89883-0_98
https://doi.org/10.1007/978-3-030-89883-0_98
Publikováno v:
Developments in Marketing Science: Proceedings of the Academy of Marketing Science ISBN: 9783030898823
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::efb3f2bcac2b6c1c611f571f30c414fc
https://doi.org/10.1007/978-3-030-89883-0_113
https://doi.org/10.1007/978-3-030-89883-0_113
Autor:
Monika Rawal, José Luis Saavedra
Publikováno v:
Journal of Media and Communication Studies. 9:17-23
This study examines the role of word-of-mouth in the movie theatre industry. Word-of-mouth is tested as a mediator between pre-release studio actions (stars, production budget, and number of screens) and box office revenue. The results suggest that w
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::b7553271534e827891cde5843912f841
https://doi.org/10.5897/jmcs2016.0529
https://doi.org/10.5897/jmcs2016.0529
Publikováno v:
Journal of Retailing and Consumer Services. 54:102058
Customer participation is growing into a widespread phenomenon in the service context. Despite the inherent significance of customer expectations to service failures in the high-participation service context, scant research exists on studying the lin
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::312d17cb65230c9e93f5d70ac7bc5f6a
https://doi.org/10.1016/j.jretconser.2020.102058
https://doi.org/10.1016/j.jretconser.2020.102058
Autor:
José Luis Saavedra, Monika Rawal
Publikováno v:
Developments in Marketing Science: Proceedings of the Academy of Marketing Science ISBN: 9783319991801
Firms are increasingly extending their customer relationship management (CRM) strategies to social networking sites (SNS), moving from just communicating with their customers to learning more about them (Forbes 2016). Customer relationship management
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::c670eb2c55221159863d950c65e3e497
https://doi.org/10.1007/978-3-319-99181-8_83
https://doi.org/10.1007/978-3-319-99181-8_83