The main objective of this paper is to provide a decision-support system of micro-level customized promotions, primarily for use in online stores. Our proposed approach utilizes the one-on-one and interactive nature of the Internet shopping environment and provides recommendations on . We...

The marketing literature has suggested two prominent decision mechanisms through which in-store display and feature advertising can affect brand choice, which I call and . The primary objective of this study is to propose an integrated brand choice model that incorporates these two possible...