Marketing
The Moderating Role Of Perceived Relationship Investment On The Dynamics Of Identification,
The recent expansion of new technologies offers many opportunities for brand building. This paper adds to the extant literature by investigating the determinants of the success of brand social Read More »
Eliciting Attribute-Based Preferences From Scarce Big Datasets
The ability to estimate attribute-based preferences of individual customers is crucial for a wide variety of marketing tasks. However, the scarcity of Big Data arrays prohibits such estimation in Read More »
Patterns Of In-Media Consumption Behavior: The Case Of Online Magazines
In a world of declining subscription bases, magazine publishers are focusing on content to retain customers. we examine one aspect of content in the context of online subscription magazines, namely Read More »
The Effects Of Shared Consumption On Advertising Effectiveness For Movies
Consumers frequently consume hedonic products together and make purchase decisions according to the presence of others. The authors hypothesize that the importance consumers attach to shared Read More »
Author: Sebastiano Delre, Thijs Broekhuizen, Tammo Bijmolt
Contributor: eb™ Research Team
Advertising: The Effectiveness Of Smaller Media And The Role Of Self-Selection
In this study, we conduct a large-scale empirical investigation to quantify the sales elasticity of smaller advertising media, such as billboards and cinema, which have often been neglected in the Read More »
Author: Steffi Frison, Peter De Maeyer, Marnik Dekimpe, Christophe Croux
Contributor: eb™ Research Team
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