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Now showing items 1-10 of 13
Effects of word-of-mouth versus traditional marketing: findings from an internet social networking site
(American Marketing Association, 2009-09)
The authors study the effect of word-of-mouth (WOM) marketing on member growth at an Internet social networking site and compare it with traditional marketing vehicles. Because social network sites record the electronic ...
Private-label use and store loyalty
(American Marketing Association, 2008-11)
The authors develop an econometric model of the relationship between a household’s private-label (PL) share and its behavioral store loyalty. The model includes major drivers of these two behaviors and controls for ...
What is special about marketing organic products? How organic assortment, price, and promotions drive retailer performance
(American Marketing Association, 2013-01)
Higher sales and margins are key goals for retailers promoting emerging products, such as organics, but little is known about their marketing effectiveness and their cross-effects on conventional product sales. Extant ...
Winning hearts, minds and sales: How marketing communication enters the purchase process in emerging and mature markets
(Elsevier, 2013-03)
Consumers differ in the way their minds and hearts respond to marketing communication. Recent research has quantified effectiveness criteria of mindset metrics, such as brand consideration and liking, in the purchase process ...
Mind-set metrics in market response models: an integrative approach
(American Marketing Association, 2010-08)
Demonstrations of marketing effectiveness currently proceed along two parallel tracks: Quantitative researchers model the direct sales effects of the marketing mix, and advertising and branding experts trace customer ...
Winners and losers in a major price war
(American Marketing Association, 2008-10)
Although retail price wars have received much business press and some research attention, it is unclear how they affect consumer purchase behavior. This article studies an unprecedented price war in Dutch grocery retailing ...
Consumer attitude metrics for guiding marketing mix decisions
(Informs, 2014-08)
Marketing managers often use consumer attitude metrics such as awareness, consideration, and preference as performance indicators because they represent their brand's health and are readily connected to marketing activity. ...
Assessing consequences of component sharing across brands in the vertical product line in the automotive market
(Wiley, 2012-07)
Component sharing may look great in the boardroom, but not in the showroom. Indeed, savings on R&D and production costs could be offset by a plunge in customer brand attractiveness. Combining experimental with econometric ...
Does online information drive offline revenues? Only for specific products and consumer segments!
(Elsevier, 2011-03)
While many offline retailers have developed informational websites that offer information on products and prices, the key question for such informational websites is whether they can increase revenues via web-to-store ...
Building with bricks and mortar: the revenue impact of opening physical stores in a multichannel environment
(Elsevier, 2015-06)
A crucial decision firms face today is which channels they should make available to customers for transactions. We assess the revenue impact of adding bricks-and-mortar stores to a firm's already existing repertoire of ...
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