Existing research on price promotions typically investigates the effects of single-product promotions. However, brand managers often promote multiple items simultaneously to bolster the performance of a complete brand line. This paper investigates the brand performance implications of such...

For more than three decades, microeconomists have been studying the conditions under which product bundling is a remunerative sales strategy. Only recently, bundling aroused the interest of marketing academics. Until now, no serious attempts have been made to integrate the existing research...

The rapid digitization of the entertainment industry urges managers to find new ways to improve marketing effectiveness and combat online piracy. Smart devices and innovative online services generate brand-related tracking data that reflect consumers' brand engagement (e.g., digital usage rates,...