Marketing communications and consumer behavior: Introduction to the special issue from the 2005 La Londe seminar

Curtis P. Haugtvedt; Dwight R. Merunka; Dwight R. Merunka; Luk Warlop

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Marketing communications and consumer behavior: Introduction to the special issue from the 2005 La Londe seminar

机译：营销传播和消费者行为：2005年La Londe研讨会特刊简介

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This special issue of the Journal of Business Research includes a selection of papers presented at the 32nd International Research Seminar in Marketing organized by the Aix Graduate School of Management (I.A.E. Aix-en-Provence), a part of the University Paul Cezanne in Aix-Marseilles (France). This seminar, now better known as the "La Londe Seminar", is devoted to Marketing Communications and Consumer Behavior on a biennial basis. The La Londe seminar encourages intense discussions of specialized topics in consumer behavior and communications among a relatively small group of interested scholars in a relaxed and informal atmosphere. In order to facilitate fruitful exchanges, there are only two tracks, and each presentation lasts 30 min followed by 15 min discussion. Those who have been to La Londe also know the exchange value of the coffee breaks on the terrace overlooking the Mediterranean Sea and the Porquerolle islands.

机译：本期《商业研究期刊》包括由Aix管理研究生院（IAE Aix-en-Provence）举办的第32届国际市场营销研究研讨会上发表的论文选集，该研究是Aix-Paul Ezanne大学的一部分马赛（法国）。该研讨会现在更称为“ La Londe研讨会”，每两年举办一次，专门讨论营销传播和消费者行为。 La Londe研讨会鼓励在相对宽松的非正式氛围中，在相对少数的感兴趣的学者之间就消费者行为和交流方面的专业话题进行激烈的讨论。为了促进富有成果的交流，只有两条路，每次演讲持续30分钟，然后进行15分钟的讨论。那些曾经去过La Londe的人还知道，俯瞰地中海和Porquerolle群岛的露台上的咖啡休息时间的兑换价值。

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《Journal of Business Research》 |2006年第6期|p.726-727|共2页
作者
Curtis P. Haugtvedt; Dwight R. Merunka; Dwight R. Merunka; Luk Warlop;
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Ohio State University, United States;

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正文语种 eng
中图分类贸易经济;
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机译：欧洲和北美住宿业与全球品牌关系中的消费者行为分析摘要：世界正在快速变化，更多与全球化相关的概念出现。例如，全球营销就意味着在更广泛的层面上了解消费者行为及其潜在变化的压力越来越大。如今，研究必须揭示和理解某些问题，例如某些国家的客户在其他国家的情况是否相同和不同;他们如何积极回应特定品牌，而不是伞形品牌;他们如何看待质量以及如何花费他们的可用资源（时间，金钱，努力），给出当前的经济状况。由于本文涵盖了基于住宿业跨国公司的案例研究，我们将进一步探讨与所考察的全球品牌的感知形象和购买模式相关的某些消费者行为维度。

Marketing communications and consumer behavior: Introduction to the special issue from the 2005 La Londe seminar

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