While some studies have found the effect of ad expenditures on perceived quality to be positive and significant, others have shown that, under certain circumstances, ad expenditures do not impact perceived quality. Several factors have been studied as moderators of this relationship, but past...

Consumer research often fails to have broad impact on members of our own discipline, on adjacent disciplines studying related phenomena, and on relevant stakeholders who stand to benefit from the knowledge created by our rigorous research. We propose that impact is limited because consumer...

For decades, researchers in customer management have demonstrated the business importance of firm-customer relationships, developed models for understanding customer behavior and response to marketing, established the link between customer behavior and firm performance, and proposed policies to...