We examine the indirect impact of price deals, which occurs through the formation of expected future prices, on households' purchase decisions. Two competing learning processes of households' formation of expected future deals that lead to opposite predictions are proposed. Under a...

We analyze structural state dependence in brand choice using variation from brand switching during stock-outs caused by hurricanes. We derive a simple test for structural state dependence based on the time-series of choice persistence for households affected by the stock-outs. Using data from...

Previous research on e-commerce has analysed its influence on organisational structure, brand management, and IT structure separately. Drawing on transaction cost theory we analyse the simultaneous impacts of business-to-consumer (B2C) e commerce on organisational structure, brand architecture,...

Trademarks are indeed about information, but trademark doctrine misunderstands trademarks’ information function. Trademark doctrine takes a broadcast view in a networked world. Rather than a world where a single source transmits messages to a passive public, we live in a world where many...

The business world has moved from using trademarks — simple symbols identifying products — to brands — rich symbols that feed business strategy. At the same time, networked and empowered consumers are using brands, brand language, and branding strategies to make decisions about what they...

This research aims to determine the factors affecting customer loyalty towards Hearty Heart Cosmetics, a local brand in Yangon, Myanmar. The objectives of this research are 1) to determine the impact of perceived value on customer loyalty; 2) to determine the impact of customer satisfaction on...

Im Mittelpunkt der vorliegenden Diplomarbeit steht die Frage, inwiefern Virtual Communities die Anforderungen an den Markenaufbau im Internet erfüllen können. Virtual Communities erfreuen sich z.T. großer Beliebtheit, weil sie verschiedenen menschlichen Bedürfnissen – etwa dem nach...

The internet offers market researchers a broad variety of possibilities to gather information and insights. Online surveys and online observations are to commonly used research methods. In this article, both methods are being compared and their possible value proposition in terms of brand...

Die Autoren untersuchen im vorliegenden Artikel den Einfluss der zunehmenden Nutzung von Social Media auf das Personalmanagement. Dabei liegt der Fokus vor allem auf dem Bereich Employer Branding, weil die Veränderungen des Medienkonsums und Kommunikationsverhalten, die durch die Nutzung von...

The increasing overload of information that bothers people is affecting businesses on online job boards as well. Although there is no doubt about the benefits of those platforms, companies are threatened to get lost in the sheer mass of similar advertisements. Considering the background of the...