Browsing by Author "Munch, James"
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Incorporating An Affective Component To A Cognitive Model Of Brand Switching Barriers
Richarme, Michael Thomas (Marketing, 2007-08-23)Customer retention is an important goal of business. It has been shown in a general model of brand switching that consumers utilize internal assessments of satisfaction and brand switching barriers to reach brand selection ... -
Part-list Cuing Effects In Advertising: When Exposure To Some Advertisements Impairs Recall Of Same-valenced Ads
Nguyen, Hieu Phuc (Marketing, 2007-08-23)This study represents the first empirical examination of the inhibitory effect of part-list cuing in emotional print advertisements. It was hypothesized that exposure to a subset of print advertisements as cues impairs ... -
Viewing New Product Development Through The Real Options Lens: An Empirical Investigation Of The Market Reaction And The Role Of Contextual Factors
Natarajan, Vivek Shankar (Marketing, 2007-08-23)New product development is an important strategic decision for marketing managers. This study examined new product development related decisions by employing a real options framework. Specifically, new product development ...