Frederic Nimmermann

(Author)

Congruency, Expectations and Consumer Behavior in Digital Environments (2020)Paperback - 2020, 6 November 2019

Congruency, Expectations and Consumer Behavior in Digital Environments (2020)
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Part of Series
Handel Und Internationales Marketing Retailing and Internati
Print Length
213 pages
Language
English
Publisher
Springer Gabler
Date Published
6 Nov 2019
ISBN-10
365828420X
ISBN-13
9783658284206

Description

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.

Product Details

Author:
Frederic Nimmermann
Book Edition:
2020
Book Format:
Paperback
Country of Origin:
NL
Date Published:
6 November 2019
Dimensions:
21.01 x 14.81 x 1.22 cm
ISBN-10:
365828420X
ISBN-13:
9783658284206
Language:
English
Location:
Wiesbaden
Pages:
213
Publisher:
Weight:
276.69 gm

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