This paper brings structural modeling to the literature on financial research in marketing. I estimate a dynamic investment-based model to understand the impact of advertising expenditures on stock returns and firm value. In addition, by interpreting advertising expenditures as an investment...

We derive equilibrium incentives to use comparative advertising that pushes up own brand perception and pulls down the brand image of targeted rivals. Data on content and spending for all TV advertisements in OTC analgesics enable us to construct matrices of dollar rival targeting and estimate...

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...

Consider a two-product firm that decides on the quality of each product. Product quality is unknown to consumers. If the firm sells both products under the same brand name, consumers adjust their beliefs about quality subject to the performance of both products. We show that if the probability...

The paper formalizes the intuition that brands are consumed for image reasons and that advertising creates a brand's image. The key idea is that advertising informs the public of brand names and creates the possibility of conspicuous consumption by rendering brands a signalling device. In a...

Event marketing is considered a relatively novel marketing tool. In contrast to conventional communication strategies, event marketing features the active participation of target groups in the communication process. This feature in particular has not been subject to sophisticated empirical...

We study the influence of an explicit appeal to reciprocity as a design element in communication campaigns. We conduct an experiment based on a real campaign run by Deutsche Post, the German postal service, in which German citizens could participate in a sweepstakes and vote for their mail...

Objective - This study aims to propose a conceptual model of how the influence of beauty vlogger content affects purchase intentions on local brand beauty products in Indonesia with brand image as a mediating variable.Methodology/Technique - Purposive sampling is used with 100 respondents...

The psychographic variables like emotions associated with the brand image constitute the personality of a brand. Although the experiences of the consumers with the brand cultivate such personality, advertising plays a dominant role in personality creation. Information inflow on brands and...