Higher sales and margins are key goals for retailers promoting emerging products, such as organics, but little is known about their marketing effectiveness and their cross-effects on conventional product sales. Extant research reports conflicting results about price and promotional sensitivity...

Donation promotions that tie product purchase to charitable contributions are common in the marketplace. Yet little is known about the sensitivity of different consumer segments to such promotions, particularly relative to traditional discount-based promotions. To address this void, the authors...

Current branding literature investigates the spillover effects and extension effects due to the introduction of product extensions. However, no study so far has evaluated the aggregate market impact of these effects across different brand development strategies or accounted for the strategic...

Amid growing competition, retailers are increasingly interested in more effective aisle and display management strategies. These strategies involve placements of product categories in aisles and displays within each store to facilitate greater sales affinity (demand attraction) between...

Purpose – This study aims to examine the factors that drive consumers' trial and repeat purchases of cobranded extensions, and the amount of spillover effects on host and ingredient brands. Design/methodology/approach – The analysis uses a comprehensive consumer transaction dataset that...