Essays about: "Chengtian Wu"

Found 1 essay containing the words Chengtian Wu.

  1. 1. Consumer Physical Effort in Marketing - How can consumers' physical effort influence marketing outcomes?

    University essay from Handelshögskolan i Stockholm/Institutionen för företagande och ledning

    Author : Joel Mankowitz; Chengtian Wu; [2019]
    Keywords : Consumer effort; Physical effort; Brand attitude; Brand engagement; Behavioral intentions;

    Abstract : Marketing in the digital world has become extremely competitive in order to attract consumers' precious attention and time. Although research in this field has explored engaging consumers' cognitive effort for better marketing outcomes, consumers' physical effort has been overlooked by researchers and practitioners. READ MORE