This research examines how differences in consumer traits of self-efficacy and need for service employee interaction impacts perceived fit between core service brand and its e-service extension and adoption by current and prospective customers. Category usage level moderates the impact of...

Generating long-term memory for an ad and the advertised brand are challenges in natural media environments, especially on the Web where ad avoidance is a norm rather than an exception. Little is known if creative executions like increasing ad sizes and intrusive ad formats that enhance...

This research examines the extent of pre-purchase comparison search activity, in terms of comparison search duration and dispersion (number of alternative vendors examined) and its impact on purchase propensity for flight, car rental and hotel reservations. Clickstream data and transactions from...

Managers of new brands seek to leverage positive WOM and establish a critical mass of consumers who interact with their brands at social-network sites (SNS). Effective selection of "seeds" or influencers at SNS who will recommend the product and leverage the power of their social networks to...

Measuring effectiveness of online ads is of critical importance to the survival of the Web as an advertiser-supported medium. Present efforts in measuring performance of Web ads are concentrated on adapting measures used in traditional media to the online medium (Novak and Hoffman 1996). However...

Online advertisers change banner ad executions to overcome negative returns from repetition, improve clickrates and communication outcomes. We investigate the effect of level of repetition to banner ads, same and varying ad executions and consumer navigation orientation on behavioral response...

Purpose – The research investigates how consumers differ in their interpretation of advertised and “surprise” (or unexpected) next-purchase coupons as delayed rewards or immediate losses based on promotion context and coupon start date restrictions.Design/methodology/approach – Two...

Using a bivariate ordered probit model, this paper examines the effects of house ownership, housing tenure, income, household size and composition, and the occupation and education of the make and female head of household on ownership of cats and dogs. Large households have more of both, but...

Purpose - This research examines loyal and non-loyal consumer perceptions, purchase intent and parent brand evaluation due to green brand – line and category extensions by marketers of established (non-green) brands for products with high versus low perceived environmental...

Purpose - This research examines the role of consumer shopping orientations on consumer‘s channel choice, cross-channel shopping behavior, and shopping outcomes.Design/Methodology/Approach - Using multiple sources of data including surveys of store, web, and cross-channel shoppers and their...