Advertising effectiveness has always been difficult to measure due to its complicated impact on the bottom line. The emergence of new channels of communication such as social media, mobile and search has further complicated matters. At the same time, marketers are facing increasing pressure to...

Purpose – The aim of this study is to identify the drivers that influence customer satisfaction in a business-to-business context. Design/methodology/approach – A survey-based field study was conducted in which 1,068 business customers of a manufacturer of hydraulic and pneumatic equipment...

This is the web appendix for our manuscript forthcoming in the European Journal of Marketing. We demonstrate that constructing definitions using both ‘and’ and ‘or’ increases the ambiguity and vagueness of the construct’s meaning. The most frequently used conjunction is ‘and’ which...

The purpose of this article is to develop models that can help team selectors build talented teams with minimum possible spending. In this study, we build several predictive models for predicting the selection of a player in the Indian Premier League, a cricket league, based on each player’s...