We test an information theory of prosocial behavior whereby ego utility and self-signaling crowd out the effect of consumption utility on choice. The data come from two field experiments involving purchases of a consumer good bundled with a charitable donation. Across experimental cells, we...

We test a self-signaling theory using two large-scale, randomized controlled field experiments. Smartphone users are randomly sampled to receive promotional offers for movie tickets via SMS technology. Subjects are exposed to different pre-determined levels of price discounts and charitable...

This study examines brand dispersion — variance in brand ratings across consumers — and its role in the translation of brand assets into firm value. Dispersion captures the covert heterogeneity in evaluations of brands among consumers who like or dislike the brands, which would affect an...

Advancements in Internet technologies have enabled firms to engage in contextual competitive targeting (CCT); that is, the targeted online advertising practice of contextually identifying and poaching prospective customers of competitors. On the basis of two field quasi-experiment studies...

Due to the highly voluminous, heterogeneous, and unstructured nature of global business news streaming at a fast pace, it has become increasingly difficult for marketing executives, corporate communications managers, and market analysts to make sense and track news media stories addressing the...

Prior research has largely focused on the positive side of customer experience, such as satisfaction. In contrast, this study investigates the negative side of customer experience and tests the harmful impact of consumer negative voice on firms' stock returns. Based on a longitudinal real-world...

Marketing has a tradition in conducting scientific research with cutting-edge techniques developed in management science, such as data envelopment analysis (DEA) (Charnes et al. 1985). Two decades ago, Kamakura, Ratchford, and Agrawal (1988) applied DEA to examine market efficiency and consumer...

Practitioners and scholars have questioned marketing communication's credibility because it has not been linked to firm shareholder value. Using secondary longitudinal data, the authors show that the impact of marketing communication productivity (MCP) on shareholder value is positive and...

This paper offers a social network explanation for the purported relationship between internationalization and firm performance in the context of born global small and medium enterprises (SMEs). We argue that home-based social networks play a mediating role in the relationship between inward and...

To survive and prosper in today's highly competitive environment, firms are increasingly engaging in cooperative alliances with their rivals. However, the impact of these competitor alliances on financial performance is largely unknown. This research examines this issue. Using both survey and...