To increase marketing's accountability, Journal of Marketing, Marketing Science Institute,
and the Institute for the Study of Business Markets have advocated development of …

This research assesses the relative impact of a long-term brand management instrument
(brand personality) and a short-term marketing mix instrument (sales promotions) on brand …

To counter the negative effects of a product-harm crisis, brands hope to capitalize on their
equity, and often use advertising as a communication device to regain customers' lost trust …

In many markets, price promotions are a primary mechanism by which prices are adjusted.
This chapter presents an overview of how retail price promotions work in theory and in …

Based on a survey among customers of seven German municipal utilities, we estimate two
regression models to identify the most prospective customer segments and their preferences …

Social media and firm applications are two mobile service marketing mechanisms that rely
on push or pull promotions to be effective. Literature, however, has yet to uncover how the …

How does price sensitivity change with the macroeconomic environment? The authors
explore this question by measuring price elasticity using household-level data across 19 …

Firms seek to gain global competitive advantages via strategic international expansion
targeting long-term performance improvements. This long-term perspective of the role of …

Brand Equity erosion due to non-consumer franchise building (non-CFB) sales promotions
have been a recurring theme in extant literature. However, the disproportionate increase in …

Purpose The purpose of this study is to test the impact of time and price sensitivity on
consumer satisfaction and purchase intention on online-to-offline (O2O) takeout platforms …