Robin Croft
University of Bedfordshire
24 Papers
153 Citations
Robin Croft is an academic researcher from University of Bedfordshire. The author has contributed to research in topics: Marketing research & Relationship marketing. The author has an hindex of 12, co-authored 23 publications. Previous affiliations of Robin Croft include University of South Wales.
Chat about Author
Papers
The Use of Social Media in B2B Marketing and Branding : An Exploratory Study
Ross Brennan,Robin Croft +1 more
TL;DR: In this paper, an exploratory study used content analysis and text-mining to look at current B2B marketing practitioner literature on the subject of social media, and examined ten large companies to profile their use of Social Media.
Friends and relations: long‐term approaches to political campaigning
Dianne Dean,Robin Croft +1 more
TL;DR: In this paper, the authors propose a prescriptive model for political marketing based loosely on the Six Markets Model of relationship marketing, arguing that many of the conventional axioms of marketing are inappropriate in politics and observes how in political science, as in marketing itself, there is a questioning of the fundamental rational foundations of anumber of key theoretical constructs.
68
Reason and Choice: A Conceptual Study of Consumer Decision Making and Electoral Behavior
Dianne Dean,Robin Croft +1 more
TL;DR: In this paper, a framework is proposed that focuses upon the interplay among rationality, irrationality, reasoning, and emotion, and argues that this is far more fluid than has been previously discussed.
37
Blessed are the geeks: An ethnographic study of consumer networks in social media, 2006–2012
TL;DR: In this article, the authors present the findings of a six-year virtual ethnography, one focused on the consumer, a study with the aim of gaining a preliminary understanding of this evolving phenomenon.
36
Toward a Conceptual Framework of Emotional Relationship Marketing: An Examination of Two UK Political Parties
TL;DR: The authors investigates how competing positive and negative messages attempt to build and distort the brand identity, and concludes that the success or failure of negative campaigning is due to the authenticity of a political party's brand values, if there is no distance between the brand values articulated by the political party and the values their community perceives.