Consumer Market Behavior and Pricing

Contemporary businesses must evaluate the performance of their sales personnel and refine their sales strategies. In this context, a variety of approaches are employed to develop strategies, including combining sellers based on their respective sales characteristics, to increase sales. Clustering, a machine learning a…

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Purpose This study aims to address two key managerial decisions in marketing: allocating the promotional budget and selecting customer groups for each promotion. Design/methodology/approach The authors propose a linear programming model that optimizes these decisions jointly to maximize campaign returns. Rather than a…

The aim of this study is to examine the effects of perceived attractiveness, expertise, and trustworthiness dimensions of celebrity endorsers used in advertisements on brand attitudes, and the effect of brand attitudes on purchase intention, within the framework of the Stimulus-Organism-Response (S-O-R) model. Data wa…

The aim of this study is to examine the effects of perceived attractiveness, expertise, and trustworthiness dimensions of celebrity endorsers used in advertisements on brand attitudes, and the effect of brand attitudes on purchase intention, within the framework of the Stimulus-Organism-Response (S-O-R) model. Data wa…

Materials documenting the conduct of a scoping review of psychological mechanisms in pricing decisions, with experience and expertise as boundary conditions (submitted to BMC Psychology; under revision). Deposited in two stages: search strategy, selection rules, coding scheme, and verification sampling records first;…

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The increasing popularity of third-wave coffee shops has transformed them from mere coffee shops into social spaces, workshops, workspaces, and sometimes event venues. This has intensified competition among franchising brands, leading them to innovate in their products and services. The main objective of this study is…

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Global bidders in sequential auctions face exposure risk when bidding for complementary goods whose values differ in uncertainty. We study how auction order affects this risk in a sequential second-price auction with heterogeneous products, where one good has relatively high valuation variance and the other has low va…