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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 ...
Pricing of national brands versus store brands: market power components, findings and research opportunities
(Edward Elgar Publishing, 2009)
Among the most important activities for supermarket retailers is the creation and marketing of store brands, also known as private label brands. Given the increasing quality-equivalence between national brands and store ...
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 ...
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 ...
Dashboards as a service why, what, how, and what research is needed?
(Sage, 2009-11)
Recent years have seen the introduction of a “marketing dashboard” that brings the firm’s key marketing metrics into a single display. Service firms across industries have created such dashboards either by themselves or ...
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