Many customers visit several online platforms before making a product purchase. These online platforms often offer multiple "ad positions" that advertisers can obtain via bidding in an auction. The ad positions differ in their "prominence" - the probability of engaging incoming visitors. We...

Until recently, brand identities were built by firms via brand image advertising. However, the flourishing consumer communication weakened the firms' grip on their brands. The interaction between advertising and consumer communications and their joint impact on brand identity is the focal point...