Why do some online video advertisements go viral while others remain unnoticed? What kind of video content keeps the viewer interested and motivated to share? Many companies have realized the need to innovate their marketing strategies and have embraced the newest ways of using technology, as...

Research studies on brand transgression (BT), service failure and recovery (SFR), and product-harm crisis (PHC) appear to have a common focus, yet the three streams developed surprisingly independently and with limited reference to one another. This situation is unfortunate because all three...

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 government has successfully prosecuted pharmaceutical companies for off-label promotion of drugs, maintaining that such promotion impermissibly undermines the FDA’s pre-market approval process and jeopardizes the public health. In several recent cases, however, pharmaceutical companies...

Research on consumer-brand relationships (CBR) has examined the CBR - brand loyalty link, but surprisingly little is known about the cultural and institutional settings that enable this link. We meta-analyze how and why different CBR constructs (e.g. love, identification) drive loyalty better in...

Drawing from psychological ownership and linguistics theories, we show that compared to a non-possessive brand name, a possessive brand name leads to more favorable brand evaluations and purchase intentions, which is mediated by greater attributions of identity-relevant brand attributes and...

The resource-based view (RBV) of the firm has become a prominent management theory to analyze firm resources as potential sources of competitive advantage. Theorists have suggested sponsorship of sport properties as one such resource, yet specific cases of sponsorship’s role in a firm’s...

The Present paper proposes an explorative research study on an emerging horizon of management of Social Media Marketing. As this new trend and tool of marketing is developing itself at a rapid pace today and looks into future with a good prospect so it is very much pertinent to present a study...

In retail industry furniture and furnishing category has become more competitive. There are many players entering into organized format of retail in this category. Therefore, it becomes important for retailers to differentiate themselves from each other. As the products are similar, one of the...

In spite of having very good growth potential, retail in India is passing through turbulent times and therefore, differentiation becomes very essential. There are various players in apparel segment in terms of lifestyle format. These apparel players deliver almost the same thing as their...