Market Positioning Using Cross-Reward Effects in a Coalition Loyalty ProgramJan 9, 2019 Valeria Stourm, Eric T. Bradlow, and Peter S. Fader, 2019, 19-101-01
This study uses a unique dataset from a coalition loyalty program to assess how shared points across partner stores influence customer purchases.
How Consumer Empathy Drives Platform SuccessJan 7, 2019 Markus Giesler, Ela Veresiu, and Ashlee Humphreys , 2019, 19-100-01
As platform companies try to create trust and build legitimacy in their market, empathetic consumer narratives can compete with the risk narratives promoted by others.
Advertising and Brand Attitudes: Evidence from 575 Brands over Five YearsDec 11, 2018 Rex Yuxing Du, Mingyu Joo, and Kenneth C. Wilbur, 2018, 18-138
Estimating causal effects of ads on sales is difficult. Here's empirical guidance on using data for important practical questions: whether to advertise, how much to spend, and how to allocate ad budgets.
The Brand That Wasn’t There: The Impact of Product Displacement on Brand OutcomesDec 10, 2018 Kirk Kristofferson and Lea Dunn, 2018, 18-137-12
Product placement is a well-established tactic, but what about product displacement? Removing a brand logo can have positive or negative outcomes for the brand, depending on consumers' need for cognition.
Automating Online-Offline Data Merger for Integrated MarketingNov 5, 2018 Chenshuo Sun, Anindya Ghose, and Xiao Liu, 2018, 18-136-11
This innovative online-to-offline data merging scheme shows how capitalizing on consumers’ omni-channel behavioral data can help marketers achieve better user segmentation and engagement prediction.