Technological development has led to rich datasets, fast processing capabilities, and a large body of literature on accurate yet complex models. However, although managers see potential in becoming data-driven, few successfully apply contemporary analytics. In retailing, some of the hurdles are...

This study investigates the temporal effects of customer online adoption on customer spending when an online channel is added to an existing offline grocery offer. The purpose is to test whether customer spending initially increases, because customers can buy more with increased convenience, but...

Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation of research presented at the 11th International Conference in Advertising (ICORIA), which was held in Stockholm (Sweden) in June 2012. The conference gathered 150 leading...

Construct Confusion in Advertising Research -- Does a Lack of Control Alter Associative Structure of Brands? The Effects for Positioning Familiar and Unfamiliar Brands -- Which message frames and forms best promote political campaigns via social media? -- Can It Hurt to be Honest about Nudging?...