Firms in many industries release new products in sequential stages. They also launch
separate advertising campaigns at each distribution stage. Thus, communication mix …

Advergames are digital games through which advertisers promote their brands. While many
studies have explored the influence of the gamification of advertising, little is known about …

This study examined the antecedents of brand equity such as, brand awareness, perceived
quality and the mediating role of a brand Image on brand loyalty. Total number of (n= 150) …

The aim of this study was to verify what factors influence the likelihood of wine choice in a
developing wine market (China). Previous studies have shown that country of origin is either …

Using daily advertising data, we analyze the short-term effects of advertising on investor
attention and on financial market outcomes. Based on various investor attention proxies, we …

The prevailing literature on the design of reverse logistics networks for e-waste collection
recognizes the accessibility of the collection sites as a key driver of the consumers' return …

Scholars and practitioners widely argue that strong, successful brands are built on
consistent and unique positioning, which should be reflected in the brands' advertising …

In this paper, we formulate an optimal control model that considers the negative effect of
product failures on goodwill. Differently from the models developed in the literature, we …

To inform the design of sales force compensation plans when carryover effects exist, we
propose a dynamic model where these effects, together with present selling efforts, drive …

Purpose This study aims to identify the influences that lead to better memorability of a
service by focusing on type of service failure, recovery condition and frequency of occurring …