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Teil eines Buches
Cultural Impacts on the Spread of Mobile Commerce: An International Comparison
(Information Science Reference, 2009)
Culture predefines the framework of needs, beliefs, and norms in most decisions humans make in their lives. However, the impact of culture often tends to be neglected in the investigation into adaptation of mobile business technologies. This chapter aims to address that lacuna by highlighting cultural differences and their consequences for the diffusion of mobile technologies in business and society, as well as its acceptance in mobile direct marketing and mobile commerce. We achieve our objective in the following ...
Teil eines Buches
Identity and image dynamics – managing social exclusion in profitable way
(Publishing House of the University of Economics, 2015)
The above statement has long been established as the canonical view of economic reality, and it has only been a couple of years since we thoroughly started to contest and debate this world-view. Grasping this, we focus on two aspects about the above perception in detail: First, a suggestion to redefine the term ‘market’ in a more up-to-date fashion, second, the debunking of the suspicious correlation between ‘no money to spend’ and ‘no money to be made’.
Teil eines Buches
Brands and branding in the non-profit sector − theoretical overview and discussion
(Publishing House of the University of Economics, 2015)
Branding has been acknowledged as a fundamental function for companies (e.g. Aaker & Shansby 1982: 56; Ambler et al. 2002: 13; Doyle 1990: 5; Gardner & Levy 1955; Grönroos 2007; Homer 2008; Keller 1993). A brand may be explained as an entirety of perceptions and feelings that consumers associate with a product/service recognized by a brand name. Included are aspects like distinctiveness (e.g., its packaging and logos), quality, performance, familiarity and user imagery (e.g. Batra, Ahuvia & Bagozzi 2012). Brands ...