Research Seminars

Customer Heterogeneity in Marketing Relationships - An Attachment Theoretic

Speaker: Marcel PAULSSEN
BERLIN UNIVERSITY

13 October 2005 - From 14h00 to 15h30

On the one hand qualitative marketing research has supported the notion that not all customers will maintain or even desire long-term relationships with companies or brands. On the other hand theory-based approaches to characterize costumer heterogeneity in marketing relationships have been lacking both in a business-to-business and a business-to-consumer setting. Attachment theory has demonstrated, through an impressive research history, an ability to explain individual behaviours in personal relationships. Results of two studies demonstrate that an individual's attachment style, as is manifest in relations with a romantic partner, is systematically related to differences in commercial marketplace relationships with companies and suppliers both in a business-to-business and a business-to-consumer setting. Furthermore results support that attachment theory itself can be fruitfully extended into the consumption context with a first-stage operationalization of an attachment style construct for business-to-consumer and business-to-business relationships. In addition ongoing research on process mechanisms underlying attachment responses and basic theoretical consideration concerning the conceptualization of consumer attachment will be presented.

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Speaker: Luke Taylor

16 May 2019 - T105 - From 2:00 pm to 3:15 pm


Finance

Speaker: Jessica Jeffers

18 April 2019 - T104 - From 2:00 pm to 3:15 pm


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Speaker: Emil Verner

4 April 2019 - T104 - From 2:00 pm to 3:15 pm


Finance

Speaker: Ramona Dagostino

14 March 2019 - T104 - From 2:00 pm to 3:15 pm


title : TBA

Economics & Decision Sciences

Speaker: Harry Di Pei
Northwestern

12 February 2019


title : TBA

Economics & Decision Sciences

Speaker: François Geerolf
UCLA

18 December 2018


title : TBA

Economics & Decision Sciences

Speaker: Marko Tervio
Aalto

13 December 2018


Finance

Speaker: Julien Cujean

6 December 2018 - T104 - From 2:00 pm to 3:15 pm


Finance

Speaker: Andres Liberman

29 November 2018 - T004 - From 2:00 pm to 3:15 pm



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