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Organisation

Marketing

Research Group

Main organisation:Department of Marketing
Lifecycle:1 Oct 2003 →  Today
Organisation profile:In recent years and currently, research has been conducted one the one hand in the area of consumer behaviour and marketing communication. Specific research topics include:- The impact of media context on advertising effectiveness- Consumer behaviour with respect to fair trade products- Optimal advertising strategies for different types of brand strategies and new product introductions- The persuasive power of fear appeals in social profit campaigns- Advertising on interactive digital television- The impact of different persuasive strategies in health communication- Customer loyalty modellingOn the other hand research has focussed on product/service innovation and distribution management. Specific research topics include:- Services innovation, in particular the role of communication and organizational/marketing interfaces during the project-life cycle - Organizational antecedents and impact of knowledge building/learning during service innovation within emerging digital markets. - Customer co-created knowledge : the impact & nature during the innovation process of high-tech services- Online consumer behaviour, store environments & retailing : the impact of the store environment on affective, cognitive and conative consumer reactions - Conceptual integration & development of a more generic classification of distribution service outputs
Keywords:PRICEMARKETING, MARKETING RESEARCH, BUSINESS MARKETING, MARKETING, SERVICE MARKETING, COMMUNICATION STRATEGY, PRODUCT MARKETING
Disciplines:Marketing, Communication sciences