Ausgabe 3/2017
Looking across Product Categories in Marketing Science
Inhalt (7 Artikel)
Original Paper
Analyzing the dependences of multi-category purchases on interactions of marketing variables
Harald Hruschka
Open Access
Original Paper
Visualizing association rules in hierarchical groups
Michael Hahsler, Radoslaw Karpienko
Open Access
Original Paper
A data mining framework for targeted category promotions
Thomas Reutterer, Kurt Hornik, Nicolas March, Kathrin Gruber
Open Access
Original Paper
Drivers of private-label purchase behavior across quality tiers and product categories
Philipp Noormann, Sebastian Tillmanns
Original Paper
Does umbrella branding really work? Investigating cross-category brand loyalty
Nadja Silberhorn, Yasemin Boztuğ, Lutz Hildebrandt