από 2009 έως 2013
Γνωστικό αντικείμενο Μάρκετιγκ.
Institute of Education, London, U.K.
The study investigates children's understanding of television advertising, with emphasis on differences between children of different ages (6- to 11-year-old children). Forty-two focus groups were conducted and grounded theory analysis was employed to discover, analyze, and discuss the findings and their implications. Findings suggest that children view advertising as more complex than has been ... Περισσότερα
Επίκουρη Καθηγήτρια, Πανεπιστήμιο Θεσσαλίας
Since the role of service quality for organisational survival and success is of outmost importance, its measurement is still receiving increased attention. SERVQUAL and its alternative measures, namely, SERVPERF, weighted SERVQUAL, and weighted SERVPERF, are the most widespread in the service-quality literature. Yet, research has not concluded regarding the relative superiority of any of these ... Περισσότερα
A synthetic framework to study cognitive views of the self and properties of ethnic/cultural identity in consumer behaviour: A review and proposed research agenda
Consumer choices are often identity-driven; however, the relationship to identity is not always overt. In the development of consumers' self-identity, there is often an inconsistency between the meanings consumers construct for themselves and those they are socially exposed to. The influence of ethnic/cultural identity on consumer choices is dependent upon the importance they ascribe to a ... Περισσότερα