Title: Congruency, Expectations and Consumer Behavior in Digital Environments (Handel und Internationales Marketing Retailing and International Marketing)
Publisher: Springer Gabler
Publication Date: 2019
Language: English
ISBN 10: 365828420X
ISBN 13: 9783658284206
Binding: Soft cover
Condition: New

About this title

Synopsis

A progress in technologies, the increasing expansion and use of digital environments lead to remarkable shifts of business activities. These transformations not only impact business but also affect consumers’ attitudes, beliefs, and practices. Thus, Frederic Nimmermann sheds light on consumer behavior in central subareas in digital environments such as advertising. Six essays address specific phenomena in these central subareas for a more profound understanding of consumers and their related behavior. Both academia and practitioners profit from the results and implications of this study.

About the Author:

Frederic Nimmermann works as a research assistant at the Chair of Marketing and Retailing at the University of Siegen. His research focuses on consumer behavior in digital environments.

About the Author

Frederic Nimmermann works as a research assistant at the Chair of Marketing and Retailing at the University of Siegen. His research focuses on consumer behavior in digital environments.

"About this title" may belong to another edition of this title.

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