Spanish AbstractEl “co-branding” se ha constituido en una herramienta fundamental para los empresarios que aspiran a incrementar el recuerdo y reconocimiento de sus marcas dentro de la mente retentiva del público consumidor. Por consiguiente, el presente artículo tiene como objetivo...

Consider a two-product firm that decides on the quality of each product. Product quality is unknown to consumers. If the firm sells both products under the same brand name, consumers adjust their beliefs about quality subject to the performance of both products. We show that if the probability...

This paper describes the development of the competition of electricity retail in Europe in general and the situation in Germany in particular. The competition in the retail business has been forcing electricity retailers to spend increasing resources on marketing, sales and customer service....

We analyze the impacts of minimum quality standards (MQS) imposed by producers acting collectively through a producer organization, such as a marketing order. MQS imposed in a competitive market can never enhance social welfare because in general an MQS creates two deadweight losses—one due to...

Die zunehmende Bedeutung des Affiliate-Marketing im Online-Werbemarkt -- Praktische Grundlagen und Prozess des Affiliate-Marketing -- Studien zur Mehrkanalforschung mit Blick auf das Affiliate-Marketing -- Gestaltungsparameter zur Steuerung des Klickpfads einer Affiliate-Marketingkampagne

This paper analyzes a mechanism through which a supplier of unknown quality can overcome its asymmetric information problem by selling via a reputable downstream rm. The supplier s adverse-selection problem can be solved if the downstream rm has established a reputation for delivering high...

Die Dissertationsschrift greift den seit längerem geführten Diskurs nach der Relevanz von Szenen für das Marketing auf und fokussiert auf die Grundannahme, dass sich Szenen nicht ausschließlich durch bspw. geteilte Wertorientierungen und Rituale, sondern mindestens genauso häufig durch den...

"To understand digital marketing, it is necessary to understand what its origin is, how it develops, and which applications it is strengthened by. This volume examines the concept of digital marketing, which constitutes a new agenda in discussions on marketing and has new applications and...

"For much of the twentieth century, United Grain Growers was one of the major forces in Canadian agriculture. Founded in 1906, for much of its history UGG worked to give western farmers a “third way” between the competing poles of cooperatives like the Saskatchewan Wheat Pool and the private...

Co-branding is a widely applied strategy, with research indicating differential benefits to the parent brands. Past studies suggest the source of these differences may be due to the partners’ relative market position, and characteristics such as brand familiarity, brand equity and proximity to...

In den Non-Food-Konsumgüterbranchen mit Gütern des mittel- und langfristigen Bedarfs setzen sich neue Geschäftsmodelle durch, die auf einer simultanen Neugestaltung der Markenkonzeption, der Wertschöpfungskette und der finalen Distributionsstufe beruhen. Die neuen vertikalen Markenanbieter...

This paper deals with affiliate marketing, in which the seller or service provider is a financially rewarding agent so-called affiliate for each visitor, which through its website to attract a dealer there, who made some activity, either directly purchase products, register to subscribe to a...

The extension of businesses presence in the online environment permanently determines the identification of new ways to make them more dynamic, to increase their efficiency by attracting public and potential acquisitions. One of these methods is the affiliate marketing which is a practice in...

This paper is centered upon the application of gamification in an affiliate network present on the Romanian market. The first part covers the definition of gamification and basic theoretical aspects related, such as gamification elements and the pyramid, the D6 Design Framework, as well as...

In online affiliate marketing networks advertising web sites offer their affiliates revenues based on provided web site traffic and associated leads and sales. Advertising web sites can have a network of thousands of affiliates providing them with web site traffic through hyperlinks on their web...