This article focuses on the bundling of products with promised contributions to charity. Two lab experiments and one field study are conducted that compare the effectiveness of promised donations to charity in promoting ‘‘practical necessities'' ( e.g., a box of laundry detergent) to their...

This paper develops a dynamic industry model in which firms compete to acquire customers over time by disseminating information about themselves under the presence of random shocks to their efficiency. The properties of the model's stationary equilibrium are related to empirical regularities on...

Sports-related event sponsoring has rapidly grown into a key ingredient of the marketing communications mix. We use event study methodology to assess the net economic value of 2008 Beijing Olympic Games sponsorships. We find that investors judge the benefits that accrue to sponsoring companies...

Two firms produce a good with a horizontal and a vertical characteristic called quality. The difference in the unobservable quality levels determines how the firms share the market. We consider two scenarios: in the first one, firms disclose quality; in the second one, they send costly signals...

The authors propose a symbolic–instrumental interactive framework of consumer–brand identification (CBI) and explore its predictiveness across 15 countries. Using multinational data, they show that the negative impact of the misalignment between self–brand congruity and perceived quality...

The study attempt to explore the level of customer satisfaction in terms of physical evidence and employee interaction in comparison between earlier established banks (before the year 2008) and newly established banks (after 2008) in the northern region of Batticaloa, Sri Lanka. Results indicate...

The present article provides an overview of empirical research concerning the brand name as an integral component of the brand image that can be regarded to be of pivotal importance for a company's marketing activities. After a short outline of effects of a brand name on consumption activities...

A Brand is a "name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers. For a brand to have value, it must be valued by the customer. Brand Equity is normally measured by understanding the customer brand knowledge in...

With the rapid development of the Internet and information technology, consumers have increasingly begun to acquire information through search engines, thus creating profitable advertising opportunities and advancing the practice of paid search advertising. For paid search advertising, a key...