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Handel und Internationales Marketing Retailing and International Marketing

Congruency, Expectations and Consumer Behavior in Digital Environments

Authors: Nimmermann, Frederic

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  • Academia and practitioners profit from a holistic perspective

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  • ISBN 978-3-658-28421-3
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About this book

A progress in technologies, the increasing expansion and use of digital environments lead to remarkable shifts of business activities. These transformations not only impact business but also affect consumers’ attitudes, beliefs, and practices. Thus, Frederic Nimmermann sheds light on consumer behavior in central subareas in digital environments such as advertising. Six essays address specific phenomena in these central subareas for a more profound understanding of consumers and their related behavior. Both academia and practitioners profit from the results and implications of this study.

About the Author:

Frederic Nimmermann works as a research assistant at the Chair of Marketing and Retailing at the University of Siegen. His research focuses on consumer behavior in digital environments.

About the authors

Frederic Nimmermann works as a research assistant at the Chair of Marketing and Retailing at the University of Siegen. His research focuses on consumer behavior in digital environments.

Table of contents (4 chapters)

Table of contents (4 chapters)

Buy this book

eBook 64,19 €
price for India (gross)
  • ISBN 978-3-658-28421-3
  • Digitally watermarked, DRM-free
  • Included format: PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Softcover 74,99 €
price for India (gross)
  • ISBN 978-3-658-28420-6
  • Free shipping for individuals worldwide
  • Immediate ebook access, if available*, with your print order
  • Usually dispatched within 3 to 5 business days.
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Bibliographic Information

Bibliographic Information
Book Title
Congruency, Expectations and Consumer Behavior in Digital Environments
Authors
Series Title
Handel und Internationales Marketing Retailing and International Marketing
Copyright
2020
Publisher
Gabler Verlag
Copyright Holder
Springer Fachmedien Wiesbaden GmbH, part of Springer Nature
eBook ISBN
978-3-658-28421-3
DOI
10.1007/978-3-658-28421-3
Softcover ISBN
978-3-658-28420-6
Series ISSN
2626-3327
Edition Number
1
Number of Pages
XIV, 213
Number of Illustrations
14 b/w illustrations
Topics

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