Scale Development Procedures in the Context of Online Consumers: Key Recommendations
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DOI: 10.1177/22785337221148847
Abstract: Scales are developed with rigorous theoretical and statistical procedures, and they play a paramount role in the predictions of the outcome of constructs. However, it was found in the extant literature that the development of… read more here.
Keywords: scale development; development; online consumers; procedures context ... See more keywords
What Happens Online Stays Online? Segment-Specific Online and Offline Effects of Banner Advertisements
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DOI: 10.1509/jmr.14.0625
Abstract: Many firms are allocating increasing parts of their advertising budgets to banner advertising. Yet, for firms that predominantly sell offline, existing research provides little guidance on online advertising decisions. In this study, the authors analyze… read more here.
Keywords: online consumers; online offline; firm; banner advertisements ... See more keywords
“BRAND CHOICE BEHAVIOUR OF ONLINE CONSUMERS – AN EXPLORATORY STUDY”
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DOI: 10.21474/ijar01/5803
Abstract: Dr. Purushothama 1 and Shantha Kumar K 2 . 1. M.Com, MBA, MADE, PGDDE, PGDHE, Ph.D, D.Lit, Professor and Research guide, Department of Commerce and Management Studies, Vivekananda College, Bengaluru. 2. Research Scholar, Regd No.… read more here.
Keywords: choice behaviour; online consumers; behaviour online; brand choice ... See more keywords