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Author:Anna Morgan-Thomas , Cleopatra Veloutsou
Data Source:[J].Journal of Business Research, 2013, Vol.66 (1), pp.21-27Elsevier
Abstract:Abstract(#br)This paper combines insights from marketing and information systems research to arrive at an integrative model of online brand experience. In this model emotional aspects of brand relationship supplement the dimension of technology acceptance to arrive at a more comp...
Author:Sergio Andrés Osuna Ramírez , Cleopatra Veloutsou , Anna Morgan-Thomas
Data Source:[J].Journal of Product & Brand Management, 2019, Vol.28 (5), pp.614-632Emerald
Abstract:Negativity towards a brand is typically conceived as a significant problem for brand managers. This paper aims to show that negativity towards a brand can represent an opportunity for companies when brand polarization occurs. To this end, the paper offers a new conception of...
Author:Laurence Dessart , Cleopatra Veloutsou , Anna Morgan-Thomas
Data Source:[J].Journal of Product & Brand Management, 2015, Vol.24 (1), pp.28-42Emerald
Abstract:Purpose(#br) – This paper aims to delineate the meaning, conceptual boundaries and dimensions of consumer engagement within the context of online brand communities both in term of the engagement with the brand and the other members of the online brand communities. It also ex...
Author:Anna Morgan-Thomas , Susan Bridgewater
Data Source:[J].International Marketing Review, 2004, Vol.21 (4/5), pp.393-408Emerald
Abstract:The advent of the Internet has created the possibility for exporters to serve international markets using virtual export channels (VECs). This paper identifies the factors that influence success in using these new channels to export markets. The paper suggests that how well firms...
Author:Anna Morgan-Thomas
Data Source:[J].International Small Business Journal, 2016, Vol.34 (8), pp.1122-1136Sage国际出版集团
Abstract:This article advances a novel conceptualization of digital technology and its relationship with small and medium enterprise (SME) business practice. Focusing on Information and Communication Technology (ICT), I expose salient ontological assumptions that guide the dominant models...
Author:Anna Morgan-Thomas
Data Source:[J].European J. of International Management, 2009, Vol.3 (3), pp.266-285Inderscience 出版公司
Abstract:Firms engage in online exports with varying levels of success, yet limited understanding concerns explanations for these differences in performance. This study investigates antecedents of Online Contribution to Export Performance (OCEP), defined as the extent to which an export f...

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