The authors investigate the relationships between brand equity and customer acquisition, retention, and profit margin, the key components of customer lifetime value (CLV). They examine a unique database from the U.S. automobile market that combines ten years of acquisition rate, retention rate,...

This paper investigates the ability of published sales rankings to enhance, or amplify, the effectiveness of digital advertising. The rank amplification mechanism is that advertising increases sales, which in turn enhances the sales rank of the product. This information is published and seen by...

Today's marketing environment is characterized by a surge in multichannel shopping and ever more choice in advertising channels. This requires firms to understand how both digital and traditional advertising drive sales within the same channel (e.g., digital advertising affecting online sales)...