Advertising accountabiilty demands that advertising efficiency be measured, maximized, and benchmarked. In this paper we demonstrate the application of Data Envelopment Analysis to benchmark advertising efficiency. Data Envelopment Analysis can be used to estimate the relative efficiency of...

Building on information processing theory (IPT), this empirical study investigates the factors that drive a buying center’s level of sensitivity to brand information. The authors propose that buying center brand sensitivity is related in a curvilinear fashion with purchase importance and...

Communication and promotion decisions are a fundamental part of retailer customer experience management strategy. In this review paper, we address two key questions from a retailer’s perspective: (1) what have we learned from prior research about promotion, advertising, and other forms of...

Prior research suggests that while business-to-business (B2B) brands influence organizational buying decisions, their relative importance is modest at best. Unfortunately, extant studies are largely silent about the determinants of brand importance in business markets. This research effort...