Online advertising campaigns often consist of multiple ads, each with different creative content. We propose a model that evaluates the effectiveness of each creative in a campaign given the targeted individual’s ad impression history, as characterized by the timing and mix of previously seen...

The aim of this study is to analyze the influence of retailer equity on shoppers’ intention to purchase private labels from shoppers’ standpoint in the Indian large retailing. We conceptualize retailer equity comprises four dimensions-retailer awareness, retailer associations, perceived...

The major issues for a retailer to bet his money on any particular brand in the form of advance booking may vary from the attractiveness of scheme to the feedback of farmers regarding performance of the brand in the previous year. The fact, that it also acts as a competition safeguard for the...

The aim of this paper is to explore consumers’ attitudes toward mobile marketing, and more precisely toward SMS marketing messages. An exploratory study has been conducted with 136 phone users. The study examines their use of mobile phone as well as their acceptance of SMS messaging, using a...

Search engines stand as the first entry point to internet resources for 70% of users. The results page is therefore an appealing place for advertising in the form of sponsored links also called paid results. Yet little academic knowledge has been developed to understand users’ perceptions and...

Ambush marketing is a marketing strategy that intersects with the law of unfair competition and one that provokes debate and competing arguments. The arguments of event organisers and sponsors have proved to be influential and, in response to pressure from those parties, legislatures in a number...

To what extent did external events and news versus the candidates' own actions drive the 2016 election outcome? And were candidates misled if they focused on traditional market research versus the newer probabilistic polls? Based on the dynamic political will formation framework, the authors...

Should firms that apply machine learning algorithms in their decision making make their algorithms transparent? Despite increasing calls for algorithmic transparency, most firms have kept their algorithms opaque citing potential gaming by users that may negatively affect the algorithm's...

Research has shown that advertising assets and R&D (research and development) assets increase shareholder value. Although one might conclude that their impacts on bankruptcy risk are merely the inverse of their impacts on shareholder value, we argue otherwise and show that the differences hinge...

The vast amount of product information available to consumers through online search renders most advertising obsolete as a tool for conveying product information. Advertising remains useful to firms only as a tool for persuading consumers to purchase advertised products. In the mid-twentieth...