ABSTRACT
This study considers online-marketing and -advertising effectiveness as well as consumer-segmentation research. Drawing from the value–attitude–behavior hierarchy, it compares different types of segmentation bases to identify which segmentation model best links to online-marketing click and order behavior plus brand-purchase behavior, and thus helps predict consumers' marketing responsiveness in the online-advertising context. Using real-life data from a German retailer plus factor and cluster analysis, the authors calculate three separate segmentation models based on human values and different attitudes. The results show that attitude-based segmentations are linked more closely to online-marketing response and brand-purchase behavior than the value-based segmentation.
- Received January 2, 2018.
- Received (in revised form) May 18, 2018.
- Accepted August 9, 2018.
- Copyright© 2019 ARF. All rights reserved.
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Vol 59 Issue 2
