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Market-Based Assets, Value Appropriation Activities, and Cash Flow Outcomes
Understanding marketing’s contributions to the financial performance of firms is an important question for the field. A critical performance metric is cash flow vulnerability, or the potential for downside cash flow outcomes ...
The Dual Role of Advertising in Brand Management
Brand equity is one of the most valuable intangible assets a firm possesses. Yet the underlying process through which advertising increases brand equity and the outcomes of brand equity is not well understood. Chapter 1 ...
The Impact of Political Identity on Consumer Behavior
Over the past decade, consumers’ political identity has become more salient because of increased political polarization. As such, companies need to better understand how consumers’ political identity affects their attitudes ...