Now showing items 1-2 of 2
Marketing Expenses, Brand Equity, and a Firm's Financial Value
This dissertation examines the marketing-finance interface by interpreting strategic activities and brand equity in finance language. The first study focuses on the extent to which central brand equity dimensions (Differentiation, Relevance, Esteem, Knowledge, and Energy) influence downside risk, upside risk, and the ...
Multichannel Marketing and Hidden Markov Models
Understanding how customers' channel preferences evolve is crucial to firms in managing multiple channels effectively. This dissertation examines the underlying influences which cause customers to migrate over time into different unobservable experience states with higher propensity to purchase in a specific channel. I apply ...