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The impact of brand familiarity on online and offline media synergy
(Elsevier, 2016)
Rooted in the integrated marketing communication framework, this paper conceptualizes how brand familiarity affects online and cross-channel synergies. The empirical analysis uses Bayesian vector autoregressive models to ...
How online consumer segments differ in long-term marketing effectiveness
(Elsevier, 2014-11)
Online commerce gives companies not only a growing global sales platform, but also powerful consumers enjoying 24/7 availability, choice proliferation and the power to opt in and out permission-based communication. ...
A game theoretical approach for improving the operational efficiencies of less-than-truckload carriers through load exchanges
(Springer, 2021-09)
Less-than-truckload (LTL) transportation offers fast, flexible and relatively low-cost transportation services to shippers. In order to cope with the effects of economic recessions, the LTL industry implemented ideas such ...
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