Browsing Department of Economics and Marketing by Publication Date
Now showing items 1-20 of 174
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Event-Marketing as Innovative Marketing Communications: Reviewing the German Experience
(Article)As a result of significant changes in their marketing environments and in consumer behaviour, marketers are confronted with the decreasing effectiveness of their classic marketing communications and, consequently, in need ... -
Consumer Motivations to Participate in Marketing-Events: The Role of Predispositional Involvement
(Article)Confronted with the decreasing effectiveness of classic marketing communications, event-marketing has become an increasingly popular alternative for marketers in dealing with a changing marketing environment. Event-marketing ... -
Communicating Brands Through Engagement with “Lived” Experiences
(Article)As the recent years saw the rapidly decreasing effectiveness of traditional brand communications, event-marketing has emerged as a new breed of communication strategy, which involves target audiences as active participants ... -
Consumer Motivations to Participate in Event-Marketing Strategies
(Article)As part of the Adidas goes street-campaign, the Adidas Predator Cup was a fun-soccer tournament designed to "reconnect the youth in Germany with Adidas and the soccer sport by enjoying the pure fun, freedom and personal ... -
Like Being a Drop in a Freshly-Poured Guinness Pint: Consumer Motivations to Participate in the “Guinness Storehouse”
(Article)Due to the decreasing effectiveness of class marketing communications, event-marketing has enjoyed a growing popularity across Europe among marketers and customers alike. While event-marketing strategies in earlier years ... -
The Changing Orientation Of Marketing: An Emerging Post-Modern Perspective, Strategic Change
(Article)This paper argues that British society, together with the other parts of the post-industrial world, is undergoing extraordinary change. Moreover, this change seems to be affecting all people and institutions.This paper ... -
Confessions of a Movie-Fan: Introspection into a Consumer’s Experiential Consumption of ‘Pride and Prejudice’
(Article)As people enjoy movies for various reasons, this paper is taking an existential-phenomenological perspective to discuss the consumption of movies as a holistic personal lived experience. By using subjective personal ... -
Getting Lost Into the Wild: Exploring the Role of Narrative Transportation in the Experiential Consumption of Movies
(Conference)Although it is obvious that consumers enjoy watching movies for many reasons that range from mere short-term entertainment to the complete personal immersion into the movie narrative, a full understanding of the experiential ... -
The Book of Stars: Some Alternative Insights into Celebrity Fandom
(Conference)While consumers have had a keen interest in the works and private lives of celebrities since the dawn of the Hollywood star system in the early 1920s, some consumers experience a significantly more intensive level of ... -
The Application of Social Marketing in Reducing Road Traffic Accidents among Young Male Drivers: An Investigation Using Physical Fear Threat Appeals.
(Article)There were 338 road fatalities on Irish roads in 2007. Research in 2007 by the Road Safety Authority in Ireland states that young male drivers (17 – 25 years) are seven times more likely to be killed on Irish roads than ... -
Projections of migration inflows under alternative scenarios for the UK and world economies
(Other)This study investigates the impact of economic fluctuations on the migrant stocks and flows in the UK. The stock of migrants depends on the speed of reaction to economic events and the net flow of migrants. Using a forecast ... -
Exploring the relative importance of customers’ perceived relationship benefits and costs in the context of an e-service
(Conference)This paper explores the customers’ expectations and perceptions of relational benefits and costs, in the context of a non-merchant informational e-service. It further tests the effect of perceived relational benefits and ... -
Getting Lost “Into the Wild”: Understanding Consumers’ Movie Enjoyment Through a Narrative Transportation Approach
(Article)As consumers enjoy watching movies for many reasons, this paper takes an existential-phenomenological perspective to discuss movie consumption as holistic private lived experiences. By using interactive introspection, the ... -
Household Debt and Foreign Currency Borrowing in New Member States of the EU
(Working Paper)In the light of rapidly rising household debt, we undertake panel estimation of determinants of debt-income ratios in new EU member states of Central and Eastern Europe and interpret the results in the light of indicators ... -
An Empirical Analysis of Residential Mortgage Refinancing Decision-Making
(Article)This research empirically investigates the relative optimality of several different methods of making refinancing decisions on residential mortgages. The results indicate that a simple rule of refinancing whenever the ... -
Shopping Malls: Just Another Shopping Place? The Case of Physical Environment Quality
(Conference)A shopping mall is a complex of stores located in a building and it is managed as a single property. This retail format has shown the maximum growth because there, people can find a variety of shopping choices in a friendly ...