There are two main research traditions for analyzing market basket data that exist more or less independently from each other, namely exploratory and explanatory model types. Exploratory approaches are restricted to the task of discovering cross-category interrelationships and provide marketing...

We investigate how consumer word of mouth (WOM) develops over time and in turn influences new product adoption. We develop a dynamic aggregate-level model of WOM development and new product diffusion that explicitly captures consumers’ learning of product quality from both marketing...

Given the unprecedented reach of social media, firms are increasingly relying on social media as a channel for marketing communication. The objective of this study is to examine the effect of firm generated content (FGC) in social media on three key customer metrics, spending, cross-buying and...

Marketing products globally is challenging due to the diverse nature of markets. We use market heterogeneity, unbranded competition, resource and infrastructure availability, and sociopolitical governance as country-market characteristics that distinguish between developed and emerging...

This paper provides a new and complementary explanation for a pricing puzzle for seasonal products, namely, counter-cyclical pricing, drawing on the category-expansion effects of price promotions. Our study emphasizes the seasonal fluctuation in promotion frequency rather than the change in...

Social media has emerged as a key source of understanding customer satisfaction, which is used by investors in their investment decision. Nonetheless, whether and how social media metrics on customer attitude toward the company has not been thoroughly examined. This study develops a new index of...

Our research examines the hypothesis that products chosen on a shopping trip to a supermarket indicate the preference interdependencies of consumers between different products or brands. The bundle chosen on the trip can be regarded as an indicator of a global utility function. This function...

This study addresses a problem commonly encountered by marketers who attempt to assess the impact of their sales promotions: the lack of data on competitive marketing activity. In most industries, competing firms may have competitive sales data from syndicated services or trade organizations,...

Characteristics based discrete choice models of demand have been used extensively in both economics and marketing. The basic endeavor in these models is to view products as bundles of characteristics, with consumer preferences defined over this characteristics space. In the context of brand...

The media industry has undergone a fundamental shift over the last decade as new online distribution channels have proliferated in an unprecedented manner. Although mobile devices have experienced rapid adoption among consumers, their effect on consumer behavior and their subsequent implications...