Brand Rating in the Age of Information Sharing

研究成果: Chapter

抄録

Based on discussions thus far, it has become evident that the development of the Internet has had a great impact on consumer behavior and marketing strategies related to it. In particular, it has become clear that information plays an important role in generating innovative ideas for segmentation—which is a basis of marketing strategy—just like traditional demographic and lifestyle factors. You have to examine the process that includes post-purchase information sharing when considering consumers’ decision-making process.

本文言語English
ホスト出版物のタイトルAdvances in Japanese Business and Economics
出版社Springer Japan
ページ167-187
ページ数21
DOI
出版ステータスPublished - 2021

出版物シリーズ

名前Advances in Japanese Business and Economics
27
ISSN(印刷版)2197-8859
ISSN(電子版)2197-8867

ASJC Scopus subject areas

  • ビジネスおよび国際経営
  • 財務
  • 経済学、計量経済学
  • 戦略と経営

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