Understanding The Adoption Timing Of A Loyalty Program Among Business Customers: The Role Of
Loyalty programs (LPs) are a popular instrument to build profitable relationships, and achieving a successful LP launch critically depends on a firm’s ability to obtain the deepest penetration and Read More »
Author: F. Javier Sesé, Manfred Krafft, Kalyan Raman, Vijay Viswanathan
Contributor: eb™ Research Team
The Antecedents And Effects Of Information Technology Usage On Trade Show Performance
The advancements in information technology have raised concerns about the future of trade shows as a marketing tool. Whilst these advancements present threats and opportunities, research examining Read More »
Author: Jaywant Singh, Paurav Shukla, Charles Blankson
Contributor: eb™ Research Team
Stock Market Reactions To Technology Licensing Contracts
Technology licensing consists of licensees buying technology usage rights from licensors, often in the form of patents, copyrights, and trademarks. This market amounted to about US$173.4 billion in Read More »
How Relationship Conditions Affect Suppliers’ Resource Inputs
For buyer-seller relationships to allow for effective transmission and integration of resources, and for value creation, each partner needs to invest in the relationship and needs to make it easy for Read More »
If “Advertising Attracts Dummies”, Could It Be Bad To Advertise? Exploring How The Third-Person
This paper builds on the third-person effect (TPE) to test whether consumers expect that advertising will attract “others” that are less smart and sophisticated than them, and thus react Read More »