We estimate the distribution of television advertising elasticities and the distribution of the advertising return on investment (ROI) for a large number of products in many categories. Our results reveal substantially smaller advertising elasticities compared to the results documented in the...

Many consumer products today present information regarding an environmental attribute (e.g., recycled content). This information can be expected to augment the other attributes, resulting in an overall increased interest in the product. However, previous research on preferences for environmental...

In Hungary, a growing number of consumers have recently recognized the importance of healthy eating habits in disease prevention. As health is one of the most important terminal values of Hungarian consumers, functional foods are likely to have a bright future and their market is expected to...

This study was conducted to ascertain the relationship between the females' in-store purchasing decision process and the promotional mix. Two cosmetic salesmen groups were interviewed by using focus group interview technique to understand females' buying decision process with in-store...

Luxury brands and the Internet communication media seem to be inconsistent at first sight. On the one hand, luxury brands have to maintain the control of their elitism and their image; on the other hand, Internet is defined as a mass media of communication that is basically not selective....

Studies have found either females being more ethical than males or no significant differences. Ethical evaluations and judgments lead to intentions, and behavior. Furthermore, marketing activities create positive, e.g., ethical, or negative, e.g., unethical, perceptions of firms' market...

Purpose – One purpose of this paper is to examine several factors that potentially influence a consumer's purchasing decision to participate in cause-related marketing (CRM) program in the Pakistani context. The other is to empirically test the hypothesized relationship between cause's...

Previous research has demonstrated the importance of installed base size effects, in which content released on a platform with a larger installed base tends to generate greater sales. We further examine the role of the installed base by considering the impact of installed base composition on...

Combining survey data with real-market data, this research investigates brand awareness from three perspectives. Firstly, this study examines the relation between brand awareness and market outcome. Secondly, it explores the relation between brand awareness and brand equity. Thirdly, the study...

Objective – Experiential Marketing may have a positive effect on both the formation of customer value and in the generation of profits for a company.Methodology/Technique – This study examines the calculation of the Net Marketing Contribution Margin (NMCM) in achieving a company's return....