Andreas Herrmann ([email protected]) is Professor and Director at the Institute for Media and Communications Management of the University St Gallen. At the MCM, he focuses on the design of media and product management. He has published widely about branding, pricing and marketing research. Eric J. Johnson ([email protected]) is Norman Eig Professor of Business at Columbia Business Schoo...

The past few years have witnessed the emergence of research examining online regret experience. The presence of online regret generates negative use experience and even leads to service switching and discontinuity. However, to date, only limited research has examined the conceptualization of this new yet very important phenomenon in the field of technology use. To address this research gap, the...

Based on the review data of the Amazon,our research discuss that the effect of language style matching of a review and the whole reviews on perceived customer review helpfulness and the moderating effect of product type and product brand to the relationship between language style matching of a review and the whole reviews and perceived customer review helpfulness. Our study found:For experience...

This study illuminates the mediating mechanisms of brand trust (BT) and affection (BA) in shaping relationship between experience (BE) loyalty (BL) among Pakistani automobile users, enabling marketers to improve customer strategies based on Stimulus, Organism, Response (S-O-R) theoretical model users Pakistan. A standardized questionnaire is used acquire quantitative data from 258 car owners. B...

This paper describes the characteristics of brand management in the context of the companies in Slovenia that are intensively engaged in the internationalization of their business operations. Using a sample of the 200 largest export companies in Slovenia, it explores the impact of internationalized business operations on the marketing mix component strategies to identify the most frequent inter...

This paper explores the role of brand loyalty and social media in ecommerce interfaces. A survey consisting of 118 respondents was contacted to address the questions relating to online shopping and brand loyalty. Link between the frequency of access and time spent on an e-commerce user interface, and brand loyalty, gender and age profile differences, and the role of social media to branding and...

The first part of this investigation explored the multidimensional nature of product meaning, referring to the variety of connotations and functions a consumer associates with a particular product category. The subsequent experiment examined the moderation effects of product meaning and other attributes of the user on (a) the affective evaluation of an obstructed use interaction, and (b) the tr...