capture some of the retailer’s profits. A producer always benefits from investing into an advertising campaign with suggested …

advertising in a collectivistic cultural context of South Asia. It also examines the influence of consumers’ favorable attitudes … toward social media advertising on their ad clicking and online buying behaviors. To meet the objectives of the current study …. Results reveal four factors of consumer beliefs about social media advertising. However, only two dimensions i.e. information …

entangle in decision making with perceived brand differences. The paper discusses the influence of advertising, brand name …

‘invented’ brand management in 1931 (Fullerton, Low 1994; Dyer et al. 2004), little is known about how advertising agencies … advertising agencies drew on shared forms of implicit knowledge about consumer psychology which anticipated post-1950s debates …-scale, international advertising agencies discovered the symbolic and emotional capacities of brands in building consumer loyalty and in …

The optimal control problem of determining advertising efforts for a seasonal good in a heterogeneous market is … considered. We characterize optimal advertising exposures under different conditions: the general situation in which several wide …-spectrum media are available, under the assumption of additive advertising effects on goodwill evolution, the ideal situation in …