Zobrazeno 1 - 10
of 147
pro vyhledávání: '"Simone, Guercini"'
Publikováno v:
Studies in Communication Sciences, Vol 18, Iss 2, Pp 439-460 (2019)
The aim of this paper is to identify influencers and the way they affect the behavior of millennial buyers in the process of consuming fashion goods. The paper examines the literature on opinion leaders, ranging from the origins of the concept to its
Externí odkaz:
https://doaj.org/article/06b133a0385c4052b56b8a0f5a546fa4
Autor:
Simone Guercini
Publikováno v:
Mind & Society. 21:151-164
This paper focuses on the impact of digitalization and marketing automation on the “scope” of the heuristics adopted in the marketers’ decision-making processes. The “scope” refers to the decision-making contexts in which the use of the heu
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::1798073d1ecc4f384e0ef8e35c70e8a3
https://doi.org/10.1007/s11299-022-00291-x
https://doi.org/10.1007/s11299-022-00291-x
Autor:
Simone Guercini, Matilde Milanesi
Publikováno v:
Management Research Review. 45:1229-1246
Purpose This paper aims to provide a wide picture of studies on heuristics for international decision-making with a focus on foreign market entry. This paper systematically reviews studies published in the international business and international mar
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::fbba381f45820c550363e19afd5a0513
https://doi.org/10.1108/mrr-11-2021-0806
https://doi.org/10.1108/mrr-11-2021-0806
Publikováno v:
IMP Journal, 2016, Vol. 10, Issue 2, pp. 243-259.
Externí odkaz:
http://www.emeraldinsight.com/doi/10.1108/IMP-09-2015-0050
Autor:
Simone Guercini, Houcine Akrout
Publikováno v:
Journal of Global Fashion Marketing. 13:91-100
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::1a4ff05bdd1ac52406f9a7cac2ef2f7a
https://doi.org/10.1080/20932685.2021.2017320
https://doi.org/10.1080/20932685.2021.2017320
Publikováno v:
International Review on Public and Nonprofit Marketing. 20:149-167
The paper develops a research approach that combines digital ethnography with text mining to explore consumers’ perception of a brand and the degree of alignment between brand identity and image. In particular, the paper investigates the alignment
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::63f36e316b9a1314f69992d41e8c8382
https://doi.org/10.1007/s12208-022-00332-8
https://doi.org/10.1007/s12208-022-00332-8
Publikováno v:
Electronic Commerce Research
This paper aims to investigate the features of gamification as a digital marketing tool to deliver a digital luxury experience. The paper employs the qualitative methodology of case study and presents a case of a multi-brand luxury company adopting g
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_dedup___::fd39ac5474517c4fd78e0c35c546572d
http://europepmc.org/articles/PMC8762629
http://europepmc.org/articles/PMC8762629
Publikováno v:
Global Fashion Management Conference. :170-173
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_dedup___::5ea19e4716adfa2afaf4574b21849023
https://doi.org/10.15444/gfmc2021.03.03.02
https://doi.org/10.15444/gfmc2021.03.03.02
Autor:
Simone Guercini, Bernard Cova
Publikováno v:
Innovation. 24:522-551
This paper focuses on the dynamics at play between community members before, during, and after the launch of a new product by one of its members. While most of the literature on user innovation foc...
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::c358cb258bee01e409b0ba337ab60d7c
https://doi.org/10.1080/14479338.2021.1971991
https://doi.org/10.1080/14479338.2021.1971991