Understanding the Adoption Timing of a Loyalty Program among Business Customers: The Role of Marketing and Social Influence
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
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06/03/2014
• #Marketing
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
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06/03/2014
• #Marketing
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
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06/03/2014
• #Corporate Governance
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
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06/03/2014
• #Collaboration and Partnership
If “Advertising Attracts Dummies”, Could It Be Bad to Advertise? Exploring How the Third-Person Effect Impacts Consumer Reactions to Information That a Brand Will Advertise
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
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06/03/2014
• #Marketing Messaging
The Long-Term Impact of Sales Promotions on Customer Equity
Sales promotions’ effectiveness for short-term sales is proven. However, for long-term sales, possible adverse effects have been suggested. To bridge this gap, we apply stochastic models (BG/nBD
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06/03/2014
• #Customer Satisfaction
Collectible Free Gifts Programs as Promotional Measures in Retailing
Promotional program effectiveness relies on its design. We examine the design of a new promotional program observed in the retail industry, called a collectible free gift program, in which
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06/03/2014
• #Marketing
Under Which Mood and Deal Proneness Conditions Do Price Promotions Really Lead to High Purchase Intentions?
This study examines effects of consumers’ mood and deal proneness on purchase intentions for price promotions with different saving formats. For less deal prone consumers, positive mood and “%
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06/03/2014
• #Marketing