Objective – The research focuses on applying semantic meaning theory and semantic differential scale to marketing communication, particularly co-branding products strategy, as an external stimulus to the consumers. The research aims to evaluate a hypothesis that co-brands have different...

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...

To increase the sales of their products through advertising, firms must integrate their brand-advertising strategy for capturing market share from competitors and their generic-advertising strategy for increasing primary demand for the category. This paper examines whether, when, and how much...

If producers have more information than consumers about goods' attributes, then they may use non-price (rather than price) adjustment mechanisms and, consequently, the market may reach a new equilibrium even if prices don't change. We study a situation where producers adjust the quantity per...

The paper is based on information which is a combination of store advertisement and consumers' path inside the store along with product information. With this information , the authors find how advertisement affects the behavior of consumers when making the decision. The findings suggest that...

We propose that consumers often make choices that diverge from those of others to ensure that they effectively communicate desired identities. Consistent with this identity-signaling perspective, four studies illustrate that consumers are more likely to diverge from majorities, or members of...

The paper is based on information which is a combination of store advertisement and consumers' path inside the store along with product information. With this information, the authors find how advertisement affects the behavior of consumers when making the decision. The findings suggest that...

Four studies examine the influence of attaching a seemingly insignificant Post-it note to a survey packet on the likelihood of completing the survey. Participants who received a packet with an affixed Post-it note request had significantly higher return rates than participants who received the...

Advertising grids such as the Rossiter-Percy grid (Rossiter & Percy 1991, 1997) propose that brand-matching advertising is more effective than brand-mismatching advertising. However, for the match hypothesis to hold the brand schema needs to be salient in ad processing and evaluation. In this...