Sökning: "marketing b2c"
Visar resultat 1 - 5 av 6 avhandlingar innehållade orden marketing b2c.
1. Going Above and Beyond : An Assessment of Paying it Forward Behaviour in the B2B Marketing Context
Sammanfattning : Helping behavior and other acts of kindness are important in the business context as they lead to numerous positive outcomes for organizations and individuals and they can help form the foundation needed for meeting organizational goals. Acts of kindness can have a multiplying effect which can be achieved by kindness being paid back to the individual who conducted the act of kindness or paid forward to others. LÄS MER
2. Brand Sensuality and Consumer-Based Brand Equity
Sammanfattning : Contemporary branding and sensory marketing literature stresses the significance and positive impact of sensory dimensions through brand sensuality in relation to brand experiences within a value-generating process. Moreover, it also accounts for the need to fulfill a research gap concerning how sensory dimensions contribute to enhance consumer-based brand equity when consumers experience products and services. LÄS MER
3. The Impact of Loyalty Programs on Customer Loyalty: Multiple Case Studies on Business to Business (B2B) Loyalty Programs in the Air Cargo Market
Sammanfattning : Air cargo plays a crucial role in air transport and the globalized economy; this study investigates airline cargo's current practices and marketing tools that enhance customer loyalty. There is an obvious lack of literature on the key drivers of customer loyalty and loyalty programs in the domain of air cargo. LÄS MER
4. The role of trust in B2B electronic commerce : evidence from two e-marketplaces
Sammanfattning : The primary purpose of the current research has been to examine the roles of interpersonal, interorganizational, and institutional trust in establishing buyer-seller trust in public B2B e-marketplaces (EMP). Interpersonal trust refers to trust within the buyer-seller dyad. LÄS MER
5. Internal brand management in South African contact centers
Sammanfattning : Globally contact centers are ubiquitous in medium to large organizations operating in both B2B and B2C service industries. Frontline staff working in contact centers represent a major component of the way in which customers experience service organizations’ brands.There is a paucity of research on marketing in contact centers. LÄS MER