Browsing Business Administration by Author "Yildirim, G."
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Consumer attitude metrics for guiding marketing mix decisions
Hanssens, D. M.; Pauwels, Koen Hendrik; Srinivasan, S.; Vanhuele, M.; Yildirim, G. (Informs, 2014-08)Marketing managers often use consumer attitude metrics such as awareness, consideration, and preference as performance indicators because they represent their brand's health and are readily connected to marketing activity. ... -
Winning hearts, minds and sales: How marketing communication enters the purchase process in emerging and mature markets
Pauwels, Koen Hendrik; Erguncu, S.; Yildirim, G. (Elsevier, 2013-03)Consumers differ in the way their minds and hearts respond to marketing communication. Recent research has quantified effectiveness criteria of mindset metrics, such as brand consideration and liking, in the purchase process ...
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