Congruency, Expectations And Consumer Be
Language: English
Published by Springer Gabler, 2019
Series: Book 11 of 20 - Handel und Internationales Marketing Retailing and International Marketing
- Softcover
- New
Seller: Kennys Bookshop and Art Galleries Ltd., Galway, GY, IrelandKennys Bookshop and Art Galleries Ltd.
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Condition: New
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Add to basketSeller Inventory # V9783658284206
- Title
- Congruency, Expectations And Consumer Be
- Author
- Nimmermann, Frederic
- Publisher
- Springer Gabler
- Publication year
- 2019
- Condition
- New
- Binding
- Soft cover
- Language
- English
- ISBN 10
- 365828420X
- ISBN 13
- 9783658284206
- Series
- Book 11 of 20: Handel und Internationales Marketing Retailing and International Marketing
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.
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.
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