Ausgabe 3/2017
Inhalt (12 Artikel)
The impact of advertising content on movie revenues
Vithala R. Rao, S. Abraham (Avri) Ravid, Richard T. Gretz, Jialie Chen, Suman Basuroy
Open Access
The value of winning: endorsement returns in individual sports
Dirk F. Gerritsen, Saskia van Rheenen
Creating ethical brands: the role of brand name on consumer perceived ethicality
Richard R. Klink, Lan Wu
Using segment level stability to select target segments in data-driven market segmentation studies
Sara Dolnicar, Friedrich Leisch
Power and the appeal of the deal: how consumers value the control provided by Pay What You Want (PWYW) pricing
Michael J. Barone, T. J. Bae, Shanshan Qian, Jason d’Mello
The effects of uppercase and lowercase wordmarks on brand perceptions
Xiaobing Xu, Rong Chen, Maggie Wenjing Liu
Open Access
The vices and virtues of consumption choices: price promotion and consumer decision making
Ji Yan, Kun Tian, Saeed Heravi, Peter Morgan