Abstract
The purpose of this study is to develop and empirically test a conceptual framework for understanding consumer sentiment towards marketing in light of the increasing technological tendencies of today’s marketplace. Consumer alienation is assumed to be an exogenous variable that affects the degree to which individuals are ready to embrace new technologies in everyday life. Empirical results are reported and conclusions are made
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© 2015 Academy of Marketing Science
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Mady, T., Gharavi, H. (2015). Sentiment towards Marketing: The Impact of Consumer Alienation and Readiness to Embrace New Technologies. In: Sharma, D., Borna, S. (eds) Proceedings of the 2007 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-11806-2_95
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DOI: https://doi.org/10.1007/978-3-319-11806-2_95
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Publisher Name: Springer, Cham
Print ISBN: 978-3-319-11805-5
Online ISBN: 978-3-319-11806-2
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