This paper provides a framework for conceptualizing omnichannel integration as a
continuum, identifies phenomena that determine how firms should position along that …

In recent years, the concept of mental accounting has been widely used in the literature to
investigate its influence on decision-making processes related to savings, investment, debt …

Free shipping promotions have become popular among online retailers. However, little is
known about their influence on consumers' purchases, return behavior, and, ultimately, firm …

The digital transformation of companies is having a major impact on all business areas,
especially marketing, where audiences are most volatile and loyalty is at its scarcest. Many …

Purpose As it gains more popularity, e-wallets drive its users to spend more. Therefore, the
purpose of this paper is to explore how and why e-wallets may encourage excessive …

Sales promotions are a marketing tool for manufacturers as well as for retailers.
Manufacturers use them to increase sales to retailers (trade promotions) and consumers …

Promotions not only facilitate the purchase of the primary product; they also have the
potential to promote subsequent purchase behavior. Four experiments examine the effects …

The ability to access quality financial services and cash has been indicated by various
organizations, such as the World Bank or UN, as a fundamental aspect to guarantee …

The exponential growth in online fashion retailing in India has brought several structural
changes. Changing consumer needs and value propositions have made it imperative for …

In-store communication delivered through technological formats (eg, kiosk, digital display)
and nontechnological formats (eg, magazine cover, flyer) can help retailers enhance sales …