Marketing
I Want You To Open My Letter: Effects Of Uncommon Envelope Formats And Materials
The challenge for direct mailings is to get opened by the receiver since a huge number of direct mail ends up in the trash bin without being read. Uncommon envelope formats and materials might be Read More »
Understanding The Adoption Timing Of A Loyalty Program Among Business Customers: The Role Of
Loyalty programs (LPs) are a popular instrument to build profitable relationships, and achieving a successful LP launch critically depends on a firm’s ability to obtain the deepest penetration and Read More »
Author: F. Javier Sesé, Manfred Krafft, Kalyan Raman, Vijay Viswanathan
Contributor: eb™ Research Team
The Antecedents And Effects Of Information Technology Usage On Trade Show Performance
The advancements in information technology have raised concerns about the future of trade shows as a marketing tool. Whilst these advancements present threats and opportunities, research examining Read More »
Author: Jaywant Singh, Paurav Shukla, Charles Blankson
Contributor: eb™ Research Team
Collectible Free Gifts Programs As Promotional Measures In Retailing
Promotional program effectiveness relies on its design. We examine the design of a new promotional program observed in the retail industry, called a collectible free gift program, in which Read More »
Under Which Mood And Deal Proneness Conditions Do Price Promotions Really Lead To High Purchase
This study examines effects of consumers’ mood and deal proneness on purchase intentions for price promotions with different saving formats. For less deal prone consumers, positive mood and “% Read More »
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