The Effects Of Shared Consumption On Advertising Effectiveness For Movies
Consumers frequently consume hedonic products together and make purchase decisions according to the presence of others. The authors hypothesize that the importance consumers attach to shared Read More »
Author: Sebastiano Delre, Thijs Broekhuizen, Tammo Bijmolt
Contributor: eb™ Research Team
Advertising: The Effectiveness Of Smaller Media And The Role Of Self-Selection
In this study, we conduct a large-scale empirical investigation to quantify the sales elasticity of smaller advertising media, such as billboards and cinema, which have often been neglected in the Read More »
Author: Steffi Frison, Peter De Maeyer, Marnik Dekimpe, Christophe Croux
Contributor: eb™ Research Team
Similarities And Differences In The Internationalization Patterns
In this paper we are going to conduct an exploratory research about the similarities and differences of the Uppsala, Born Global and Born Again Global models. We propose a pattern to explain these Read More »
A Meta-Analysis As A Tool For Improving Models Of Export Promotion Programs
A meta-analysis is a strategic tool to be used in developing new models based on existing ones found in the literature. The implementation of a meta-analysis on the current models of export promotion Read More »
European Franchise Expansion Into Latin America. Evidences From The Spanish Franchise System
Although the body on international marketing focuses on emerging markets is growing, the attention paid to the Latin American context continues to be very limited. In an attempt to enhance the Read More »
