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    • TVS.004456_TT_Rik Pieters_ Wayne D. Hoyer_ Deborah J. MacInnis_ Eugene Chan_ Gavin Northey - Consumer behaviour (2021).pdf.jpg
    • Sách/Book

    • Consumer behaviour

      • Authors: Hoyer, Wayne D (2021)

    • The authors recognise the critical links to areas such as marketing, public policy and ethics, and cover the importance of online consumer behaviour with content on how social media and evolving technologies are changing the way marketers understand consumers.
    • TVS.004460_TT_Michael R. Solomon, Rebekah Russell-Bennett, Josephine Previte, Ryan Payne - Consumer Behaviour_ Buying, Having, Being-Pearson (2022).pdf.jpg
    • Sách/Book

    • Consumer behaviour : buying, having, being

      • Authors: Solomon, Michael R (2023)

    • Learners are provided with a balanced look of the complexity of consumer behaviour theory with the need to make sense of the concepts for the real world. The ideas prese
    • TVS.004458_TT_Andrew Smith - Consumer Behaviour and Analytics (Mastering Business Analytics)-Routledge (2023).pdf.jpg
    • Sách/Book

    • Consumer behaviour and analytics

      • Authors: Smith, Andrew (2024)

    • The 2nd edition of Consumer Behaviour and Analytics provides a consumer behaviour textbook for the new marketing reality. In a world of Big Data, machine learning and artificial intelligence, this key text reviews the issues, research and concepts essential for navigating this new terrain. It demonstrates how we can use data-driven insight and merge this with insight from extant research to inform knowledge-driven decision-making. Adopting a practical and managerial lens, while also exploring the rich lineage of academic consumer research, this textbook approaches its subject from a refreshing and original standpoint
    • TVS.004455_TT_Professor Marian Garcia Martinez (editor) - Consumers and food_ Understanding and shaping consumer behaviour (Burleigh Dodds Series in A.pdf.jpg
    • Sách/Book

    • Consumers and food: Understanding and shaping consumer behaviour

      • Authors: Martinez, Marian Garcia (2023)

    • This collection reviews the wealth of research in understanding consumer food-purchasing behaviour and what this means for farmers, food manufacturers, retailers and policy makers seeking to produce healthier food in a more sustainable way"
    • TVS.004459_TT_Elizabeth Parsons, Pauline Maclaran, Andreas Chatzidakis, Rachel Ashman - Contemporary Issues in Marketing and Consumer Behaviour-Routle.pdf.jpg
    • Sách/Book

    • Contemporary issues in marketing and consumer behaviour

      • Authors: Parsons, Elizabeth (2023)

    • This third edition of Contemporary Issues in Marketing and Consumer Behaviour has been revised and updated to reflect the fast-changing world we live in. The new state of the art chapter on digital marketing digs deeply into two new frontiers of marketing which have significant impact on contemporary social life: influencer marketing, and online gaming. Other new topics help us to understand how marketing can perpetuate local and global inequality through creating and sustaining hierarchies of knowledge and influencing norms of race, disability, gender and sexual orientation.
    • TVS.004836_TT_Katarzyna Żyminkowska - Customer Engagement in Theory and Practice_ A Marketing Management Perspective-Springer International Publishing.pdf.jpg
    • Sách/Book

    • Customer Engagement in Theory and Practice: A Marketing Management Perspective

      • Authors: Żyminkowska, Katarzyna (2019)

    • An insightful read for scholars of consumer behaviour and customer relationship management, this book advances understanding of the drivers, components and effects (both positive and negative) of customer engagement and proposes a comprehensive framework for its management.
    • item.jpg
    • Nghiên cứu khoa học/Working Paper

    • Mối quan hệ giữa E Wom, hình ảnh thương hiệu và ý định mua trực tuyến của người tiêu dùng tại các siêu thị tại Hà Nội

      • Authors: Lê Huyền Trang (2022)

    • Đại dịch Covid-19 trong 2 năm qua đã thúc đẩy sự thay đổi hành vi người tiêu dùng, chuyển dần từ mua sắm trực tiếp sang mua sắm trực tuyến. Ở Việt Nam, trong năm 2020, người tiêu dùng gia tăng 25% thời gian truy cập trực tuyến và ưu tiên chọn hình thức thanh toán không tiền mặt, các cửa hàng, siêu thị, thương hiệu ngày càng mở rộng trên các kênh bán hàng online, ngay cả những hàng hóa hàng ngày. Khách hàng tham khảo thông tin trước khi mua sản phẩm. Vì vậy, nghiên cứu này truyền miệng điện tử ảnh hưởng tới ý định mua hàng. Các phát hiện cho thấy eWOM và hình ảnh thương hiệu có tác động tích cực đến ý định mua hàng trực tuyến. Nghiên cứu này cung cấp thông tin chi tiết chính cho những ...