We analyze optimal advertising spending in a duopolistic market where each firm's market share depends on its own and its competitor''s advertising decisions, and is also subject to stochastic disturbances. We develop a differential game model of advertising in which the dynamic behavior is...

As a result of the COVID-19 pandemic, many businesses have incurred losses or shut down entirely. At the same time, however, COVID-19 has ushered in new opportunities for some people, notably micro-influencers, whose low overheads make them extremely appealing to companies whose advertising...

Social media usage in the world and especially in Pakistan has a high growth due to which it (social media) has a potential of becoming an effective marketing tool. Despite its comparatively low cost and significance, marketers are not effectively utilizing social media. Thus the aim of this...

Trademarks are indeed about information, but trademark doctrine misunderstands trademarks’ information function. Trademark doctrine takes a broadcast view in a networked world. Rather than a world where a single source transmits messages to a passive public, we live in a world where many...

Research on discrepancies between the actual self and ideal self has examined self-discrepancies in knowledge, skills and stature but age-based self-discrepancies have only recently received attention and so we studied this phenomenon in young adolescents. In three studies we identified a...

Branded real estate projects are better positioned in marketing circles than equivalent projects lacking iconic associations like "Trump [development type]." Real estate today is a consumer product in one seminal respect. Brand reflects upon the lifestyles of persons shopping, eating, working...

Cities and places have become major destinations through taking the extra mile of creativity and offering a well-researched package of offerings through systematically planned events. One such leading example in the list of successful festivals that have earned a global reputation due to its...

The concept of cognitive dissonance has been an important construct in consumer behaviour research ever since it was first suggested. However, longitudinal studies on dissonance related to other post-purchase constructs such as satisfaction, loyalty and complaint behaviour are still scarce. In...

Retail industry of India is in its developing stages. There is lot of competition that is increasing in different sectors of Indian retail. There is increase in organized retail, FDI in Indian retail, internet shopping, etc. is leading to many reforms in the industry. Hence, in this situation it...

This study investigates the externalities of managers' responses (MRs) to online reviews on popular travel websites. Specifically, the authors examine the effect of publicly responding to hotel guests' reviews on subsequent reviewer ratings. The authors find that manager responses to negative...