Many brands today introduce limited edition (LE) products as part of their product line. However, little is known about the conditions under which a brand should introduce an LE product or the competitive implications of doing so. We investigate this issue using a game theoretic model of a...

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...

Purpose – One purpose of this paper is to examine several factors that potentially influence a consumer's purchasing decision to participate in cause-related marketing (CRM) program in the Pakistani context. The other is to empirically test the hypothesized relationship between cause's...

Purpose: The study examines branding in business markets in India. The objectives of the study were to understand the importance of branding, the brand hierarchy, the purpose of branding, and the brand-building tools used in business marketing.Method: The study was exploratory in nature. Data...

The paper deals with standing of young population about the SMS messaging as anelement of direct marketing advertising of small and medium-sized enterprises (SMEs). This issue is of great importance for Croatian SMEs who want to be competitive with SMEs in EU who have already gradually accepted...

Until recently, sustainability has been the key focus of an organization's CSR (Corporate Social Responsibility) department. But as the worldwide population struggles with the issues of increasing pollution, over population, depleting resources, increasing energy demands, loss of bio-diversity,...

Previous research has demonstrated the importance of installed base size effects, in which content released on a platform with a larger installed base tends to generate greater sales. We further examine the role of the installed base by considering the impact of installed base composition on...

Combining survey data with real-market data, this research investigates brand awareness from three perspectives. Firstly, this study examines the relation between brand awareness and market outcome. Secondly, it explores the relation between brand awareness and brand equity. Thirdly, the study...

Increased competition between cities requires them to adopt concepts and methods that have been used by the private sector, such as market orientation, strategic management, marketing, human resources management, competitive advantage or the definition of a competitive image and brand, etc. The...