Articles

A non-technical guide to instrumental variables and regressor-error dependencies

P. EBBES

Quantile

2007, vol. 2, pp.3-20

Départements : Marketing, GREGHEC (CNRS)


Adding exchange to charity: a reference price explanation

B. BRIERS, M. Pandelaere, L. Warlop

Journal of Economic Psychology

2007, vol. 28, n°1, pp.15-30

Départements : Marketing


Charities often request donations while offering a near-worthless token, like a key chain, in exchange. Little research has examined whether such 'exchange' requests are met with higher compliance rates than simply asking people to donate. Our studies suggest that in simple donation settings people may have difficulties in estimating a socially acceptable donation amount and therefore prefer opportunities that provide them with an anchor price. The value of a material good in a donation setting can play this anchoring role and signal a reference price. To the extent that the suggested reference price is low enough, exchange requests lead to more compliance than simple donation requests. However, our results indicate that, when accompanied by specified amounts, simple donation requests result in even better compliance rates than exchange requests. Keywords: Fund-raising; Donation behavior; Exchange; Reference price; Anchor

An Exploratory Study on Attitudes toward Luxury Products, Counterfeits and Imitations

B. KOCHER, B. Müller

Advances in Consumer Research

2007, vol. 34

Départements : Marketing


Brand Magic: Harry Potter marketing

D. DUBOIS, F. DALSACE, C. Damay

Harvard Business Review

février 2007, vol. 85, n°2

Départements : Marketing


Competition of Brands - Or of Business Models ?

J.-N. KAPFERER

Advertising Age

2007, vol. 78, n°9, pp.16

Départements : Marketing


The article discusses methods to build a product brand. Brands have long been accepted as ways of creating customer loyalty and driving corporate growth. Marketers can capitalize on this by building a company's brand from within, but they must make sure not to fall in love with the brand itself and forget the bigger picture*BRAND choice*BRAND name products*CORPORATIONS -- Growth*MARKETING*PRODUCT management

Faire face à la déstabilisation de l'entreprise

L. FRANÇOIS

Constructif

2007

Départements : Marketing


How web banner designers work: The role of internal dialogues, self-evaluations, and implicit communication theories

M. Fourquet-Courbet, D. Courbet, M. VANHUELE

Journal of Advertising Research

juin 2007, vol. 47, n°2, pp.183-192

Départements : Marketing, GREGHEC (CNRS)


In-depth interviews with web banner designers, combined with retrospective protocols, reveal implicit theories of the communication process that they apply during their creation process. These theories take the form of reactions of imaginary audiences with whom web banner designers engage in imaginary dialogues. The dialogues reveal the evaluation standards held by internet users, advertisers, and different colleagues. KeyWords Plus: CREATIVITY RESEARCH; COPYWRITERS

Les affrontements par l'information entre les entreprises et la société civile : l'activisme judiciaire en question

L. FRANÇOIS

Marketing et communication

2007, vol. 7, n°2, pp.65-90

Départements : Marketing


Look Who's Talking! Technology-Supported Impression Formation in Virtual Communities

C. DAMBRIN, K. DE VALCK

Advances in Consumer Research

2007, vol. 34, pp.450-451

Départements : Comptabilité et Contrôle de Gestion, Marketing, GREGHEC (CNRS)


The growing availability of consumer-generated information on the Internet about products, services, and companies has increased market transparency. Power is shifting from producers to consumers who share their knowledge, experiences, and opinions via virtual communities, electronic discussion forums, online opinion platforms, chat rooms, and weblogs. However, this abundance of readily available information also comes at a cost. How do you distinguish an expert from a fraud? Who is credible and trustworthy, and who isn't? We form impressions of others based on cues such as age, gender, manner of dress and speech (e.g., Hamilton & Huffman 1971). But how do we construct and evaluate impressions in an online environment that lacks social cues normally present in face-to-face settings?Cyberspace is in many ways distinctly different from the physical world. Two characteristics stand out. Firstly, interaction takes place through a technological interface, i.e., a computer, mobile phone, or an interactive television with Internet access. This means that the primary relationship is not between the sender and the receiver of information, but rather with the technology-mediated environment (Hoffman & Novak 1996). The second defining characteristic of cyberspace is its textuality. Communication and interaction online is based on the written word, audio, images, icons, and hyperlinks to other Web sites. This allows for new ways of self-presentation in which the physical self does not necessarily have to coincide with the digital self (Schau & Gilly 2003). Schau and Gilly (2003) have demonstrated that consumers make active use of signs, symbols, material objects, and places to construct a digital self on their personal Web site. In this paper, we want to extend their research into online self-presentational strategies by looking more closely at the receivers' side. The objective of our research is to investigate how consumers form impressions of senders in the context of word-of-web recommendations within virtual consumer communities (Kozinets 2002). Specifically, we focus on the role of the technological interface. According to Foucault (1977), technology can be considered as a disciplinary mechanism that is embedded in power devices. Examining how technologies are used to form and manage digital impressions, may help us to understand how individuals influence each other online. Gaining systematic insight in this process is necessary for improving and developing tools that aim to aid consumers in their assessment of online contributions (e.g., reputation systems, member profiles, contribution accounts)

Needs and Desires in Marketing discourse: consistent base or legitimating rethoric ?

V. Brei, Y. EVRARD, C. Vargas Rossi

Cadernos EBAPE-BR

décembre 2007, vol. V, n°4

Départements : Marketing



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