This paper quantifies the extent of bias that occurs in the estimated relationship of performance with other marketing variables when perceptions of both are obtained from the same respondents using the same method. We econometrically separate the bias due to factors like response style and...

Mobile advertising allows retailers, service providers, and manufacturers to provide consumers with increasingly relevant offers. The success of such campaigns depends on an ever better understanding of environmental, consumer, and technological context variables; a strong focus on advertising...

Issues in evaluating marketing performance and devising appropriate metrics for measurement have taken center stage in marketing thought and practice in recent years. We propose an empirical model that enables a multinational enterprise (MNE) to assess the marketing performance of its...