As consumers spend more time on their mobile devices, a focal retailer's natural approach is to target potential customers in close proximity to its own location. Yet focal (own) location targeting may cannibalize profits on inframarginal sales. This study demonstrates the effectiveness of...

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...