Reports

• When Humor Backfires: Revisiting the Relationship Between Humorous Marketing and Brand Attitude

  Dec 12, 2013 Caleb Warren and A. Peter McGraw, 2013, 13-124

  Investigates whether humorous marketing communications can harm brand attitudes by eliciting negative feelings; tests a framework to explain which humor attempts are most likely to harm consumers' attitudes towards the brand.

• Positive versus Negative e-Sentiment and the Market Performance of High-Tech Products

  Oct 24, 2013 Hyun S. Shin, Dominique M. Hanssens, Kyoo Il Kim, and Jean A. Choe, 2013, 13-123

  Tracks online buzz (“e-sentiment”) in the digital single lens reflex camera market and analyzes its impact on brand sales via econometric modeling.

• Pricing Online Content: Fee or Free?

  Oct 23, 2013 Anja Lambrecht and Kanishka Misra, 2013, 13-122

  Estimates how free versus paid content affects site viewership and empirically quantifies the trade-off between advertising and subscription revenues, using data set from ESPN.com.  

• Integrating Relationship Marketing and Lifecycle Perspectives: Strategies for Effective Relationship Migrations

  Oct 21, 2013 Jonathan Z. Zhang, George F. Watson IV, Robert W. Palmatier, and Rajiv P. Dant, 2013, 13-121

  Models how business-to-business relationships evolve and the differential effects of relationship marketing on firm performance at different relationship stages; employs a longitudinal survey data set of 346 B2B relationships maintained by a Fortune 500 firm.

• Unpacking Loyalty: How Conceptual Differences Shape the Effectiveness of Customer Loyalty

  Oct 8, 2013 George F. Watson IV, Joshua T. Beck, Conor M. Henderson, and Robert W. Palmatier, 2013, 13-120

  Synthesizes theoretical and empirical loyalty research in two studies: an item-level content analysis of loyalty research and a meta-analysis of 130 independent samples from 116 articles.