What ties customers to hedonic and utilitarian services?
Stathopoulou, Anastasia and Balabanis, G. (2014) What ties customers to hedonic and utilitarian services? In: 43rd European Marketing Academy Annual Conference, 2014, Valencia, Spain. (Unpublished)
Abstract
Event synopsis: Marketing research has been challenging since almost its initial steps. Nowadays the digital world is changing consumer patterns, emerging new companies, and in the end eliciting a new society. This is not the only recent change; co-creation, sustainability, corporate social responsibility, intercultural relationships in a global world, new communications devices and platforms, big data, and new ways of interaction between consumers, consumers and brands, and stakeholders, are just the crest of an iceberg. Are these disconnected examples part of a new scenario? Are we facing a paradigm shift? Come to Valencia and let us know your academic contributions to the field. Share with others, interact with them, and be part of this evolving shift. Rigor and Relevance tend to be a common scheme for academics. Beyond doubt, a lot of progress in conceptual, even in theoretical constructs, research designs, methodologies, analytic tools and data analysis, have been taking place during the last years. This leads us into cutting edge research in the social sciences field, but still, knowledge is created by mutual interactions. Let´s promote a face-to-face interaction. From the diversity, from the advanced and latest contributions, from heterogeneous cultural backgrounds, we get much benefit. Therefore this is the main reason to come to EMAC43 Valencia: to interact with your peers, present, ask, listen, and meet others.
Metadata
| Item Type: | Conference or Workshop Item (Paper) |
|---|---|
| School: | Birkbeck Faculties and Schools > Faculty of Business and Law > Birkbeck Business School |
| Depositing User: | Sarah Hall |
| Date Deposited: | 16 Oct 2014 08:18 |
| Last Modified: | 02 Aug 2023 17:13 |
| URI: | https://eprints.bbk.ac.uk/id/eprint/10726 |
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