Consumer attitudes and behaviors are fundamentally dynamic processes; thus,
understanding consumer dynamics is crucial for truly understanding consumer behaviors …

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 …

Marketing departments are under increased pressure to demonstrate their economic value
to the firm. This challenge is exacerbated by the fact that marketing uses attitudinal (eg …

In the last three decades, an influential research stream has emerged which highlights the
dynamics of focal consumer/brand relationships. Specifically, more recently the 'consumer …

This study explores the relationships between two central elements of marketing
communication programs—advertising and sales promotions—and their impact on brand …

Retailers, such as Starbucks and Victoria's Secret, aim to provide customers a great
experience across channels. In this paper we provide an overview of the existing literature …

As social media gains more importance, managers are challenged to quantify its return on
sales. The academic understanding in the effectiveness of social media is limited, and in fact …

After generating significant interest among marketing practitioners, the customer
engagement (CE) concept is rapidly gaining traction in the academic marketing literature …

Many firms capitalize on their customers' social networks to improve the success rate of their
new products. In this article, the authors analyze the dynamic effects of social influence and …

Manufacturers in many industries seek service-led growth beyond their product core. Yet
research on the link between service revenue growth and firm profitability is still at an early …