Recent studies have shown that product recommendations substantially change the consumer decision process, regardless of the quality of recommendations. Specifically, consumers inspect less
Multidimensional scaling (MDS) is a popular technique for the purpose of positioning a product/brand in the competitive space. While MDS has the advantage of transforming complex data into a
Literature concerned with logo strategy suggests that the aesthetic appeal of brand logo significantly influences consumer reactions. The main purpose of this research is to study the influence of
Brand logos play a particularly important role for child consumers. This study investigates children’s preference for inventive brand logos manipulated using phonetic symbolism principles. Using an
We empirically estimate price elasticities in the online fashion retailing industry and quantify individual components stemming from both the own-price as well as competitive effects. In contrast to
