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Verlag C.H.Beck, München 2021
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Volume 43 (2021), Edition 3
Marketing ZFP- Journal:
- Marketing ZFP
- Publisher:
- 2021
Summary
Marketing ZFP is a platform for the academic dialog between marketing science and marketing practice. It offers critical depictions of the newest developments in the central areas of marketing science and marketing practice. Thereby, Marketing ZFP dedicates itself particularly to the transfer of methodological knowledge into practice.Articles published in Marketing ZFP are peer-reviewed and written in either German or English. English abstracts are available for all articles.The scientific quality of Marketing ZFP has been ranked highly: In the VHB-JOURQUAL Ranking of the German Association for Business Research, the journal is listed among the top five German journals in business research. In GeMark, the German Marketing-Journal Ranking, it is listed in category B.For more information for authors and subscribers, see www.marketing-zfp.de.
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Bibliographic data
- ISSN-Print
- 0344-1369
- ISSN-Online
- 0344-1369
- Publisher
- Vahlen, München
- Language
- German
- Product type
- Volume
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The question of whether people prefer symmetry to asymmetry has been explored for many decades. Many design guides recommend the use of symmetry, and many scientific publications report that people like symmetrical visual images more than...
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Consumer brand attachment is a relevant driver of brand profitability because it increases, for example, purchase intention, positive word-of-mouth, and the willingness to pay a price premium for the brand. Hence, understanding the factors...
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Choice-based conjoint (CBC) is nowadays the most widely used variant of conjoint analysis, a class of methods for measuring consumer preferences. The primary reason for the increasing dominance of the CBC approach over the last 35 years is that it...
Verlag C.H.Beck, München 2021
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