The purpose of this article is to find out the relationship between yellow price tags and consumer reference prices. A laboratory study was conducted among 150 respondents, who were put in an experimental purchase situation and their initial internal reference prices were compared affected...

This research investigates the role of balance and consistency in inter-consumer communication, i.e. word-of-mouth (WOM), through an analysis of consumers' cognitive networks or quot;signed digraphsquot; representing their WOM experiences. Following a preliminary study employing in-depth...

Objective - This paper examines the performance of the Bali & Beyond Travel Fair (BBTF) 2018, an event whereby buyers and sellers meet to negotiate on travel and tourism businesses at the Bali Nusa Dua Convention Centre (BNDCC). The study also explains the marketing strategies being used,...

Any buying evaluation criteria are usually the product attributes which one generally considers while making a purchase. Affective choice, as discussed in this article, uses evaluated criteria like style, looks, functionality, taste, brand-image etc. Consumers might be able to compare the...

Advertising and research and development (R&D) benefit firms by increasing sales and shareholder value. However, when a firm is in bankruptcy, the cumulative effects of its past advertising and R&D can be a double-edged sword. On the one hand, they increase the firm’s expected future cash...

We study the optimal customer-acquisition and customer-retention decisions over an infinite planning horizon of the representative firm in a monopolistically competitive industry. Both the long-term and short-term equilibria of the industry are characterized by a constant optimal retention rate....

We study the structure of optimal customer acquisition and customer retention strategies in an infinite horizon model of a firm in a competitive industry. We examine the effects of changes in customer profitability, density of competition, and discount rate on the optimal allocation of marketing...

Marketing is an art to attract and retain customers, but not to any but profitable customers. Unfortunately, organizations often understand that 20 to 40 percent of their customers are unprofitable. Also, many organizations report the fact that their most profitable customers are not the ones...

We consider the problem of optimal allocation of the marketing budget between customer acquisition and customer retention by a firm over the trade cycle. In line with the Schumpeterian idea of creative destruction, we find that under perfect capital markets customer retention increases with the...