Verlegh Study guides, Class notes & Summaries

All articles summarized for the marketing communication exam Part D. Muntinga, D. G., Moorman, M., & Smit, E. G. (2011). Introducing COBRAs: Exploring motivations for brand-related social media use. International Journal of Advertising, 30(1), 13-46. Eigenraam, A. W., Eelen, J., Van Lin, A., & Verlegh, P. W. (2018). A consumer-based taxonomy of digital customer engagement practices. Journal of Interactive Marketing, 44, 102-121. Van Noort, G., Antheunis, M. L., & van Reijmersdal, E. A. ...

1 --> Van den Putte, B., & Dhondt, G. (2005). Developing Successful Communication Strategies: A Test of an Integrated Framework for Effective Communication Journal of Applied Social Psychology, 35(11), 2399-2420. 2 --> Van den Putte, B, Verlegh, P., Wennekers, A., Welten, S., Mollen, S, & Fransen, M. (2015). Gedragsverandering via Campagnes 2.0. Aanvullende inzichten uit de wetenschappelijke literatuur. (pag. 27-100). 3 --> Kok, G., Peters, G. J. Y., Kessels, L. T. E., ten Hoor, G. A...

Summary for Consumer Behavior course at Radboud University, includes exam-relevant chapters from the book, the articles, and lecture notes. Book: Hoyer, W.D., D.J. MacInnis and R. Pieters (2018), Consumer Behavior, 7e Edition, Boston, USA, Cengagelearning. [ISBN-number: 978-1-305-50727-2 Chapters 1,2,3,4,5,6,7,8,9,10, and 17 Articles: Briñol, P., Rucker, D. D., & Petty, R. E. (2015). Naïve theories about persuasion: Implications for information processing and consumer attitude change. Fransen...

Notes of the lectures of Branding and Advertising, MSc Marketing Vrije Universiteit.

Includes ALL lectures given by Peeter Verlegh and the guest lectures, compressed into 39 pages (incl. the papers).

Summary of CPT 23306. All literature and slides. Made in 2018, so very actual. Communication and persuasion Very complete, all literature is included. Don't waste your time reading all literature, download this summary! Some recensies of other students: - Samenvatting was goeie man, thanks!! (Summary was good man, thanks !!) - Great, thanks! The following literature is reviewed: 1. Introduction Cialdini, R.B., & Goldstein, N.J. (2004). Social influence: Compliance and conformity. Annual R...

Article summary of Eelen, J., P. Ozturan and P. W. J. Verlegh (2017) - The Differential Impact of Brand Loyalty On Traditional and Online Word of Mouth

This is a summary of the article "The Differential Impact of Brand loyalty on Traditional and Online Word of Mouth: The Moderating Roles of Self-Brand Connection and the Desire to Help the Brand"