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Now showing items 11-20 of 27
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 ...
Product innovations, advertising, and stock returns
(American Marketing Association, 2009-01)
Under increased scrutiny from top management and shareholders, marketing managers feel the need to measure and communicate the impact of their actions on shareholder returns. In particular, how do customer value creation ...
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 ...
No comment?! The drivers of reactions to online posts in professional groups
(Elsevier, 2016-08)
Social media has moved beyond personal friendships to professional interactions in high-knowledge industries. In particular, online discussion forums are sponsored by firms aiming to position themselves as thought-leaders, ...
Do display ads influence search? Attribution and dynamics in online advertising
(Elsevier, 2016-09)
As firms increasingly rely on online media to acquire consumers, marketing managers rely on online metrics such as click-through rate (CTR) and cost per acquisition (CPA). However, these standard online advertising metrics ...
Time-series models of pricing the impact of marketing on firm value
(Edward Edgar Publishing, 2012-05)
N/A
Like the ad or the brand? Marketing stimulates different electronic word-of-mouth content to drive online and offline performance
(Elsevier, 2016-09)
Electronic word-of-mouth (eWOM) is often tracked in volume and valence metrics, but the topic of conversation may vary from the brand to its advertising to purchase statements. How do these different topics affect company ...
Paths to and off purchase: quantifying the impact of traditional marketing and online consumer activity
(Springer International Publishing, 2016-07)
This study investigates the effects of consumer activity in online media (paid, owned, and earned) on sales and their interdependencies with the traditional marketing mix elements of price, advertising and distribution. ...
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