potential attendees. Benefits from brand loyal customers lower marketing costs and increase market share and profitability. Thus …, associations should build their conference marketing and management on brand loyalty by carefully designing brand associations … loyal attendees induces deep commitment to the conferences and great resistance to other conferences’ marketing strategies …

AbstractEssays on Deceptive Marketing StrategiesBy Martha Myslinski TiptonThis set of studies focuses on the … antecedents and consequences ofdeceptivemarketing. The first essay explores how marketing actions candestroy value byexamining the … asignificant portion of the heterogeneity in the magnitude ofindirect costs associated withnegative marketing-related events …