Technological advances have resulted in a hyperconnected world, requiring a
reassessment of branding research from the perspectives of firms, consumers, and society …

Understanding customer experience and the customer journey over time is critical for firms.
Customers now interact with firms through myriad touch points in multiple channels and …

At the intersection of technology and marketing, this study develops a framework to
unobtrusively detect salespeople's faces and simultaneously extract six emotions …

Brand equity is the differential preference and response to marketing effort that a product
obtains because of its brand identification. Brand equity can be measured using either …

The marketing literature uses regression models based on observational data for causal
inferences. Endogeneity issues are a threat to inferring causal effects. Endogeneity—the …

An important problem in econometrics and marketing is to infer the causal impact that a
designed market intervention has exerted on an outcome metric over time. This paper …

Our newly digital world is generating an almost unimaginable amount of data about all of us.
Such a vast amount of data is useless without plans and strategies that are designed to cope …

Using a cost–benefit approach, this study is the first to jointly investigate supply-side factors
and consumer characteristics that drive or hinder organic purchases. With scanner data that …

Product-harm crises are omnipresent in today's marketplace. Such crises can cause major
revenue and market-share losses, lead to costly product recalls, and destroy carefully …

There is increasing discussion of the way in which quality of experience and brand equity
are developed in the hotel industry. This study aims to review the hospitality and brand …