Relationship marketing has received much attention in the last two decades from both practitioners and researchers as one of the strategies firms can employ to remain competitive. Despite this attention, little empirical research has been performed about relationship-marketing practices among...

We show how increased competition in a media market may have implications for the competition between firms that are advertising in that medium. We apply a simple model of a product market with network externalities where firms buy advertising space in a media market and find that there is more...

El propósito de este estudio es analizar la viabilidad de la publicidad oposicional en Chile. Los datos fueron recolectados a través de experimentación controlada, a través del uso de un anuncio impreso para un nuevo automóvil en donde se manipularon los elementos visuales y verbales...

Se trata de presentar la etapa cualitativa de un procedimiento para determinar el ValorPercibido por el Cliente (VPC) de un producto industrial. El resultado de este estudio es ladeterminación de los atributos que los usuarios finales tienen en cuenta para seleccionar susproveedores. El examen...

El artículo considera las transacciones a plazo sobre electricidad que los agentes del mercado eléctrico en Colombia, en sus diferentes segmentos, hacen por medio de contratos forward, con el fin de asegurar el precio de compra/venta. El comportamiento aleatorio de los precios y las cantidades...

Contest functions (alternatively, contest success functions) determine probabilities of winning and losing as a function of contestants’ eort. They are used widely in many areas of economics that employ contest games, from tournaments and rent-seeking to conflict and sports. We first examine...

The field of marketing science has a rich history of modeling marketing phenomena using the disciplines of economics, statistics, operations research, and other related fields. Since it is roughly 50 years from its origins, <i>The History of Marketing Science</i> is a timely review of the...

The present research will introduce a new methodology of analyzing advertising’s impact on GDP. By juxtaposing the discrepancies in the GDP measurement with the advertising expenditures in the US, the paper will show that there is a significant relationship between GDP’s growth and adspend....

Prior research has suggested and found evidence for an event’s image being transferred to a brand because of sponsorship activity. This study builds on prior work by examining how the image transfer process is impacted by spectators’ level of identification and the degree to which...

Many researchers have provided comprehensive definitions for the term of brand loyalty and also examined the factors affecting brand loyalty with many empirical studies. But there is little research focusing on the brand loyalty of professional sports fans. The topic area about factors...