Journal: Marketing Science
Measuring and Understanding Brand Value in a Dynamic Model of Brand Management
We develop a structural model of brand management to estimate the value of a brand to...
Customer Acquisition via Display Advertising Using Multi-Armed Bandit Experiments
Bradlow Eric T
Firms using online advertising regularly run experiments with multiple versions of...
Estimating Search Benefits from Path-Tracking Data: Measurement and Determinants
We study consumer search behavior in a brick‐and‐mortar store...
Add-on Policies Under Vertical Differentiation: Why Do Luxury Hotels Charge for Internet While Economy Hotels Do Not?
This paper examines firms’ product policies when they sell an add‐on...
First-Mover Advantage Through Distribution: A Decomposition Approach
Whereas the extant literature on entry‐order effects establishes that first...
Why Outlet Stores Exist: Averting Cannibalization in Product Line Extensions
Outlet stores offer attractive prices at locations far from central shopping...
Optimizing Click-Through in Online Rankings with Endogenous Search Refinement
Consumers engage in costly searches to evaluate the increasing number of product...
The Effect of Retail Distribution on Sales of Alcoholic Beverages
We use monthly sales of all wines, beer, and spirits sold between 2006 and 2011 by...
Robust Dynamic Estimation
Naik Prasad A
Managing marketing resources over time requires dynamic model estimation, which...
Promotion Spillovers: Drug Detailing in Combination Therapy
This paper examines the spillover effects of promotions when products from different...
In-Store Advertising by Competitors
Conventional advice to firms in competitive markets is to raise barriers against...
Competition in Corruptible Markets
Firms seeking business opportunities often face corruptible agents in many markets....
Dyadic Compromise Effect
Existing research on the compromise effect has focused exclusively on the individual....
A Dynamic Model of Health Insurance Choices and Healthcare Consumption Decisions
Chronic diseases, which account for 75% of healthcare expenditure, are of...
Motivation of User-Generated Content: Social Connectedness Moderates the Effects of Monetary Rewards
The creation and sharing of user‐generated content such as product reviews has...
Behavioral Price Discrimination in the Presence of Switching Costs
Chan Tat Y
We study the strategic impacts of behavioral price discrimination (BPD) on...
Spillover Effects in Seeded Word-of-Mouth Marketing Campaigns
Seeded marketing campaigns (SMCs) involve firms sending products to selected customers...
Television Advertising and Online Word-of-Mouth: An Empirical Investigation of Social TV Activity
Schweidel David A
In this research, we investigate the relationship between television advertising and...
Benefit-Based Conjoint Analysis
Allenby Greg M
Firms develop products by manipulating the attributes of offerings, and consumers...
Product Line Bundling: Why Airlines Bundle High-End While Hotels Bundle Low-End
Shugan Steven M
Product lines are ubiquitous. For example, Marriott International manages...
Cartel Formation Through Strategic Information Leakage in a Distribution Channel
This paper studies the ability of competing retailers to form a cartel by sharing...
The Effects of Product Line Breadth: Evidence from the Automotive Industry
Using a detailed data set from the U.S. automotive industry, we enrich the existing...
Do Sympathy Biases Induce Charitable Giving? The Effects of Advertising Content
We randomize advertising content motivated by the psychology literature on sympathy...
Sentence-Based Text Analysis for Customer Reviews
Allenby Greg M
Firms collect an increasing amount of consumer feedback in the form of unstructured...
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