To measure the extent of incomplete information about brand qualities faced by consumers, recent research in marketing and economics has extended traditional static choice models to explicitly allow for consumer learning. These models tend to be complicated and make stringent assumptions such as...

Background: content marketing is increasingly important for online branding. Brand popularity can be more easily determined online than sales-based measures but is not yet well-predicted using content marketing insights. Promising predictors are open data syndication policies, connectivity to...

In the fiercely competitive landscape of the peer-to-peer accommodation platform Airbnb, understanding customers' online recommendation behavior is essential for optimizing competitiveness and harnessing the potential of electronic word-of-mouth. This study aims to provide comprehensive insights...

We estimate the direct effects of rewards card programs on consumer payment choice for in-store transactions. By using a data set that contains information on consumer perceived attributes of payment methods and consumer perceived acceptance of payment methods by merchants, we control for...

We propose a consistent utility-based framework to jointly explain a household's decisions on purchase incidence, brand choice and purchase quantity. The approach differs from other approaches, currently available in the literature, as it is able to take into account consumption dynamics. In the...

There are two main research traditions for analyzing market basket data that exist more or less independently from each other, namely exploratory and explanatory model types. Exploratory approaches are restricted to the task of discovering cross-category interrelationships and provide marketing...

We investigate whether the latent class multinomial logit choice model with segmentspecific linear utility functions implies effects that are similar to those of parametric homogeneous nonlinear models given that this latent class model performs at least as well. The two nonlinear models have...

Consumer goods manufacturers usually sell their brands to consumers through common independent retailers. Theoretical research on such channel structures has analyzed the optimal behavior of channel members under alternative assumptions of manufacturer-retailer interaction (Vertical Strategic...

In a competitive marketplace, the effectiveness of any element of the marketing mix is determined not only by its absolute value, but its relative value with respect to the competition. For example, the effectiveness of a price cut in increasing demand is critically related to competitors'...

Literature and practice reveal that most marketing related questionnaires measuring consumer preferences rely on some kind of conjoint analysis. Recent studies show the analytic hierarchy process to be suitable for this task, too. This paper gives a comparison of the approaches and the results...