Artículos y Tesinas UAM Marketing Research Papers Profesores Master Marketing research paper series Vol 04 - Sept 2009
Marketing research paper series Vol 04 - Sept 2009 |
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| escrito por Mónica Gomez Suarez | |
| lunes, 21 de septiembre de 2009 | |
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Consumer behavior is a key topic in the marketing literature. The number of
conferences, seminars and journals edited all over the world about this discipline show
that both researchers and managers have great interest in it. This edition of UAM
Marketing Research Paper Series offers some insights about some of the last trends in
consumer behavior.
We have invited four appealing papers from different research groups. The first one is written by five authors from the Universidad Pública de Navarra. It adapts a framework developed for the analysis of customer satisfaction in retailing to the case of gas stations and implements this framework with unique survey data. The second paper, written by three authors from the Universidad de Cantabria, studies the relationship between corporate associations of image and loyalty, by analyzing the role of identification with the company and satisfaction in this connection. The other two papers are written by researchers from the Universidad Autónoma de Madrid. The third one proposes a model to better understand the relationships between the different dimensions of risk and it also examines several external and internal variables relating to the individual and his/her purchase intentions. The last paper analyzes the dimensions of city brand personality are and investigates whether this personality should be considered as a second-order model.
We strongly belief this fourth edition of the UAM Marketing Research Paper Series is
going to make an interesting and important contribution to the extent literature in
consumer behavior.
Download the forth volumen of the Marketing research paper series, Sept 2009 |
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