The means-end approach to understanding customer values of a on-line newspaper
Autor(a) principal: | |
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Data de Publicação: | 2007 |
Outros Autores: | |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | BAR - Brazilian Administration Review |
Texto Completo: | http://old.scielo.br/scielo.php?script=sci_arttext&pid=S1807-76922007000100002 |
Resumo: | Customer value is understood as one of the constructs that best explains consumer decision making. Its proposal is to understand how consumers translate product or service characteristics and consequences of use into personal self-relevant values. The means-end theory is a way of systematically thinking in this hierarchical representation. The most commonly used method to achieve means-end chains is laddering. This theory and method were used to understand customer values of an important on-line Brazilian newspaper, which is an innovative approach, since on-line laddering is uncommon. The findings indicate that values related to goals of a personal nature are the most important ones. However, other values indicate the increase of the public man pointing 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 laddering on the Web. Future research for managerial practices is warranted in areas such as segmentation, satisfaction measuring and customer value reevaluation, in addition to copy tests. |
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BAR - Brazilian Administration Review |
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The means-end approach to understanding customer values of a on-line newspapercustomer value researchmeans-end theoryladderingon-line consumptionCustomer value is understood as one of the constructs that best explains consumer decision making. Its proposal is to understand how consumers translate product or service characteristics and consequences of use into personal self-relevant values. The means-end theory is a way of systematically thinking in this hierarchical representation. The most commonly used method to achieve means-end chains is laddering. This theory and method were used to understand customer values of an important on-line Brazilian newspaper, which is an innovative approach, since on-line laddering is uncommon. The findings indicate that values related to goals of a personal nature are the most important ones. However, other values indicate the increase of the public man pointing 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 laddering on the Web. Future research for managerial practices is warranted in areas such as segmentation, satisfaction measuring and customer value reevaluation, in addition to copy tests.ANPAD - Associação Nacional de Pós-Graduação e Pesquisa em Administração2007-04-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersiontext/htmlhttp://old.scielo.br/scielo.php?script=sci_arttext&pid=S1807-76922007000100002BAR - Brazilian Administration Review v.4 n.1 2007reponame:BAR - Brazilian Administration Reviewinstname:Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD)instacron:ANPAD10.1590/S1807-76922007000100002info:eu-repo/semantics/openAccessLeão,André Luiz M. de SouzaMello,Sérgio C. Benício deeng2009-09-28T00:00:00Zoai:scielo:S1807-76922007000100002Revistahttp://www.scielo.br/scielo.php?script=sci_serial&pid=1807-7692&lng=pt&nrm=isohttps://old.scielo.br/oai/scielo-oai.php||bar@anpad.org.br1807-76921807-7692opendoar:2009-09-28T00:00BAR - Brazilian Administration Review - Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD)false |
dc.title.none.fl_str_mv |
The means-end approach to understanding customer values of a on-line newspaper |
title |
The means-end approach to understanding customer values of a on-line newspaper |
spellingShingle |
The means-end approach to understanding customer values of a on-line newspaper Leão,André Luiz M. de Souza customer value research means-end theory laddering on-line consumption |
title_short |
The means-end approach to understanding customer values of a on-line newspaper |
title_full |
The means-end approach to understanding customer values of a on-line newspaper |
title_fullStr |
The means-end approach to understanding customer values of a on-line newspaper |
title_full_unstemmed |
The means-end approach to understanding customer values of a on-line newspaper |
title_sort |
The means-end approach to understanding customer values of a on-line newspaper |
author |
Leão,André Luiz M. de Souza |
author_facet |
Leão,André Luiz M. de Souza Mello,Sérgio C. Benício de |
author_role |
author |
author2 |
Mello,Sérgio C. Benício de |
author2_role |
author |
dc.contributor.author.fl_str_mv |
Leão,André Luiz M. de Souza Mello,Sérgio C. Benício de |
dc.subject.por.fl_str_mv |
customer value research means-end theory laddering on-line consumption |
topic |
customer value research means-end theory laddering on-line consumption |
description |
Customer value is understood as one of the constructs that best explains consumer decision making. Its proposal is to understand how consumers translate product or service characteristics and consequences of use into personal self-relevant values. The means-end theory is a way of systematically thinking in this hierarchical representation. The most commonly used method to achieve means-end chains is laddering. This theory and method were used to understand customer values of an important on-line Brazilian newspaper, which is an innovative approach, since on-line laddering is uncommon. The findings indicate that values related to goals of a personal nature are the most important ones. However, other values indicate the increase of the public man pointing 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 laddering on the Web. Future research for managerial practices is warranted in areas such as segmentation, satisfaction measuring and customer value reevaluation, in addition to copy tests. |
publishDate |
2007 |
dc.date.none.fl_str_mv |
2007-04-01 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://old.scielo.br/scielo.php?script=sci_arttext&pid=S1807-76922007000100002 |
url |
http://old.scielo.br/scielo.php?script=sci_arttext&pid=S1807-76922007000100002 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
10.1590/S1807-76922007000100002 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
text/html |
dc.publisher.none.fl_str_mv |
ANPAD - Associação Nacional de Pós-Graduação e Pesquisa em Administração |
publisher.none.fl_str_mv |
ANPAD - Associação Nacional de Pós-Graduação e Pesquisa em Administração |
dc.source.none.fl_str_mv |
BAR - Brazilian Administration Review v.4 n.1 2007 reponame:BAR - Brazilian Administration Review instname:Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD) instacron:ANPAD |
instname_str |
Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD) |
instacron_str |
ANPAD |
institution |
ANPAD |
reponame_str |
BAR - Brazilian Administration Review |
collection |
BAR - Brazilian Administration Review |
repository.name.fl_str_mv |
BAR - Brazilian Administration Review - Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD) |
repository.mail.fl_str_mv |
||bar@anpad.org.br |
_version_ |
1754209122883993600 |