It is generally believed that referral reward programs (RRPs) work because
recommendations from friends or relatives are perceived as impartial and trustworthy in …

Marketers have been challenged by proponents of individual (one-to-one) marketing to shift
from focusing on market segments to making individually customized offers. Building on …

Because referral reward programs reward existing customers and build the customer base,
firms use them to encourage customers to make recommendations to others. The authors …

Increasingly, firms allow consumers to mass customize their products. In this study, the
authors investigate consumers' evaluations of different mass customization configurations …

The compromise effect denotes the finding that brands gain share when they become the
intermediate rather than extreme option in a choice set. Despite the robustness and …

In the real world, buyer demand for a product can depend directly and indirectly on the
marketing efforts of “other products” in different categories. The authors offer a behavioral …

Recent research has suggested that consumers have in-store slack for grocery trips—that is,
they leave room in their mental budgets to make unplanned purchases. Drawing on this …

This article is designed to assist managers in understanding the current state of the art of
promotional modelling and its managerial applications, and to identify future issues that …

Brands are promoted in many different ways. In this research, the authors examine
synergies between different types of promotions and characteristics of the brands that offer …

As private labels (PLs) continue to grow in power and market share, product innovation has
become one of the strongest weapons in the national brand (NB) manufacturer's arsenal. In …