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Essays on congruence theory in marketing = Special focus on digital products and webstores /

Record Type:	Language materials, printed : Monograph/item
Title/Author:	Essays on congruence theory in marketing/ by Robér Rollin.
Reminder of title:	Special focus on digital products and webstores /
Author:	Rollin, Robér.
Description:	XI, 168 p. 14 illus. Textbook for German language market.online resource. :
Contained By:	Springer Nature eBook
Subject:	Marketing. -
Online resource:	https://doi.org/10.1007/978-3-658-39364-9
ISBN:	9783658393649

Essays on congruence theory in marketing = Special focus on digital products and webstores /
Rollin, Robér.

Essays on congruence theory in marketingSpecial focus on digital products and webstores /[electronic resource] :by Robér Rollin. - 1st ed. 2022. - XI, 168 p. 14 illus. Textbook for German language market.online resource. - Handel und Internationales Marketing Retailing and International Marketing,2626-3335. - Handel und Internationales Marketing Retailing and International Marketing,.

Introduction -- Structure and Content of the Essays -- Essays -- General Conclusion -- References.

Digital products are intangible goods, mainly presented visually and acoustically to consumers in the form of videos, images, texts, and music that can be bought, downloaded, or streamed via various web stores. Their consumption primarily fulfills hedonic needs. Before purchasing, a consumer's interaction with a digital product is always mediated by technology. Therefore, consumers cannot directly judge the quality through "touch and feel" experiences. This book diminishes the ability to evaluate digital products. Therefore his thesis seeks to answer which product attributes have an impact on consumers' product evaluation, and purchase intention. The Author Robér Rollin works as a research assistant at the chair of marketing and retailing at the University of Siegen. His research focusses on social media, digital marketing and consumer behaviour. .

ISBN: 9783658393649

Standard No.: 10.1007/978-3-658-39364-9doiSubjects--Topical Terms:

557931
Marketing.

LC Class. No.: HF5410-5417.5

Dewey Class. No.: 658.8

Essays on congruence theory in marketing = Special focus on digital products and webstores /
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