The means-end approach to understanding customer values of a on-line newspaper
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| Format: | Artículo científico |
| Language: | en |
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Associação Nacional de Pós-Graduação e Pesquisa em Administração
2007
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| _version_ | 1876452372864040960 |
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| author | André Luiz M. de Souza Leão |
| author_facet | André Luiz M. de Souza Leão |
| contents | The means-end approach to understanding customer values of a on-line newspaper André Luiz M. de Souza Leão Sérgio C. Benício de Mello Administración y Contabilidad on means laddering end theory line consumption Customer value is understood as one of the constructs that best explains consumer decision making. Its proposalis to understand how consumers translate product or service characteristics and consequences of use intopersonal self-relevant values. The means-end theory is a way of systematically thinking in this hierarchicalrepresentation. The most commonly used method to achieve means-end chains is laddering. This theory andmethod were used to understand customer values of an important on-line Brazilian newspaper, which is aninnovative approach, since on-line laddering is uncommon. The findings indicate that values related to goals of apersonal nature are the most important ones. However, other values indicate the increase of the public manpointing to an alternative vision of what is commonly thought of as the contemporary isolated and selfish human.Academic research could benefit from a broader understanding and use of the means-end theory and ladderingon the Web. Future research for managerial practices is warranted in areas such as segmentation, satisfactionmeasuring and customer value reevaluation, in addition to copy tests. 2007 artículo científico 1807-7692 https://www.redalyc.org/articulo.oa?id=84140102 en http://www.redalyc.org/revista.oa?id=841 BAR - Brazilian Administration Review application/pdf Associação Nacional de Pós-Graduação e Pesquisa em Administração BAR - Brazilian Administration Review (Brasil) Num.1 Vol.4 |
| format | Artículo científico |
| id | redalyc_84140102 |
| institution | Redalyc |
| language | en |
| publishDate | 2007 |
| publisher | Associação Nacional de Pós-Graduação e Pesquisa em Administração |
| spellingShingle | The means-end approach to understanding customer values of a on-line newspaper André Luiz M. de Souza Leão Administración y Contabilidad on means laddering end theory line consumption The means-end approach to understanding customer values of a on-line newspaper André Luiz M. de Souza Leão Sérgio C. Benício de Mello Administración y Contabilidad on means laddering end theory line consumption Customer value is understood as one of the constructs that best explains consumer decision making. Its proposalis to understand how consumers translate product or service characteristics and consequences of use intopersonal self-relevant values. The means-end theory is a way of systematically thinking in this hierarchicalrepresentation. The most commonly used method to achieve means-end chains is laddering. This theory andmethod were used to understand customer values of an important on-line Brazilian newspaper, which is aninnovative approach, since on-line laddering is uncommon. The findings indicate that values related to goals of apersonal nature are the most important ones. However, other values indicate the increase of the public manpointing to an alternative vision of what is commonly thought of as the contemporary isolated and selfish human.Academic research could benefit from a broader understanding and use of the means-end theory and ladderingon the Web. Future research for managerial practices is warranted in areas such as segmentation, satisfactionmeasuring and customer value reevaluation, in addition to copy tests. 2007 artículo científico 1807-7692 https://www.redalyc.org/articulo.oa?id=84140102 en http://www.redalyc.org/revista.oa?id=841 BAR - Brazilian Administration Review application/pdf Associação Nacional de Pós-Graduação e Pesquisa em Administração BAR - Brazilian Administration Review (Brasil) Num.1 Vol.4 |
| title | The means-end approach to understanding customer values of a on-line newspaper |
| topic | Administración y Contabilidad on means laddering end theory line consumption |
| url | https://www.redalyc.org/articulo.oa?id=84140102 |