Congruency, Expectations and Consumer Behavior in Digital Environments (Handel und Internationales Marketing Retailing and International Marketing) - Softcover

Buch 11 von 20: Handel und Internationales Marketing Retailing and International Marketing

Nimmermann, Frederic

 
9783658284206: Congruency, Expectations and Consumer Behavior in Digital Environments (Handel und Internationales Marketing Retailing and International Marketing)
Softcover
ISBN 10: 365828420X ISBN 13: 9783658284206
Verlag: Springer Gabler, 2019

Inhaltsangabe

A progress in technologies, the increasing expansion and use of digital environments lead to remarkable shifts of business activities. These transformations not only impact business but also affect consumers’ attitudes, beliefs, and practices. Thus, Frederic Nimmermann sheds light on consumer behavior in central subareas in digital environments such as advertising. Six essays address specific phenomena in these central subareas for a more profound understanding of consumers and their related behavior. Both academia and practitioners profit from the results and implications of this study.

​About the Author:

Frederic Nimmermann works as a research assistant at the Chair of Marketing and Retailing at the University of Siegen. His research focuses on consumer behavior in digital environments.

Die Inhaltsangabe kann sich auf eine andere Ausgabe dieses Titels beziehen.

Über die Autorin bzw. den Autor

Frederic Nimmermann works as a research assistant at the Chair of Marketing and Retailing at the University of Siegen. His research focuses on consumer behavior in digital environments.

Von der hinteren Coverseite

A progress in technologies, the increasing expansion and use of digital environments lead to remarkable shifts of business activities. These transformations not only impact business but also affect consumers’ attitudes, beliefs, and practices. Thus, Frederic Nimmermann sheds light on consumer behavior in central subareas in digital environments such as advertising. Six essays address specific phenomena in these central subareas for a more profound understanding of consumers and their related behavior. Both academia and practitioners profit from the results and implications of this study.

Contents
  • Deeper Understanding of the Role of Mental Construal for Advertising Processing and Pictoral Product Presentations in Digital Environments
  • Impact of Human-like Attributes on the Acceptance of Digital Voice Assistants
  • More Profound Understanding of Complaint Management in the Eye of the Beholder in Online Environments
  • Impact of Expectations on the Choice of eSports Event Consumption Form and Videogame Success
Target Groups
  • Scientists and students in the field of marketing and distribution
  • Practitioners in industry in these fields of expertise
About the Author
Frederic Nimmermann works as a research assistant at the Chair of Marketing and Retailing at the University of Siegen. His research focuses on consumer behavior in digital environments.

„Über diesen Titel“ kann sich auf eine andere Ausgabe dieses Titels beziehen.

Verlag
Springer Gabler
Erscheinungsdatum
2019
Sprache
Englisch
ISBN 10 
365828420X
ISBN 13 
9783658284206
Einband
Taschenbuch
Auflage
1
Anzahl der Seiten
228
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