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Congruency, Expectations and Consumer Behavior in Digital Environments

$20.00
Congruency, Expectations and Consumer Behavior in Digital Environments
Buy an Access Account and Enjoy More Downloads! Click for details.

Congruency, Expectations and Consumer Behavior in Digital Environments

$20.00

(Handel und Internationales Marketing Retailing and International Marketing) 1st ed. 2020 edition 

by Frederic Nimmermann (Author) 

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.

Year:
2020
Pages:
226
Language:
English
Format:
PDF
Size:
3 MB
ISBN-10:
365828420X
ISBN-13:
978-3658284206
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