The rise of unstructured data (UD), propelled by novel technologies, is reshaping markets
and the management of marketing activities. Yet these increased data remain mostly …

Attitudes have been a central topic in social psychology from its early beginnings. But what
exactly are attitudes, where do they come from, and how can they be modified? The overall …

The authors provide a critical examination of marketing analytics methods by tracing their
historical development, examining their applications to structured and unstructured data …

While there is an ample amount of consumer behavior research that recruits processing
fluency as an explanatory construct, the question how to best measure the fluency …

In this article, we develop an account of how aesthetic preferences can be formed as a result
of two hierarchical, fluency-based processes. Our model suggests that processing …

Brand Management: Mastering Research, Theory and Practice is a valuable resource for
those looking to understand how a brand can be conceptualized and thus managed in all its …

This research investigates the mechanism by which the aesthetic premium placed on
produce contributes to consumers' rejection of safe, edible, yet aesthetically unattractive …

The authors investigate the relationships between brand equity and customer acquisition,
retention, and profit margin, the key components of customer lifetime value (CLV). They …

Five studies using a variety of experimental approaches and secondary data sets show that
a visual property present in all brand logos—the degree of (a) symmetry—can interact with …

Augmented reality (AR) enables consumers to project product holograms into their
surrounding real‐world context in real time using their mobile devices. Although AR may …