An increasing number of firms introduce service robots, such as physical robots and virtual
chatbots, to provide services to customers. While some firms use robots that resemble …

Building a foundation of marketing theory requires develo** effective ways to aggregate
research results. Meta-analyses that accumulate knowledge within a research domain is an …

The marketing mix (MM) is an integral part of a firm's marketing strategy sitting at the nexus
between a company and the marketplace. As such, it evolves together with the marketplace …

A growing body of research has emerged on online product reviews and their ability to elicit
performance outcomes desired by retailers; yet, a common understanding of the …

The purpose of this book is to introduce novice researchers to the tools of meta-analysis and
meta-regression analysis and to summarize the state of the art for existing practitioners …

The authors conduct a meta-analysis on the effect of electronic word of mouth on sales by
examining 51 studies (involving 339 volume and 271 valence elasticities) and primary data …

Achieving customer loyalty is a primary marketing goal, but building loyalty and rea** its
rewards remain ongoing challenges. Theory suggests that loyalty comprises attitudes and …

Research has shown brand equity to moderate the relationship between online customer
reviews (OCRs) and sales in both the emerging Blu-ray and mature DVD player categories …

To advance understanding of how well different types of brand relationships drive customer
brand loyalty and to help companies improve the effectiveness of their relationship-building …

The marketing literature uses regression models based on observational data for causal
inferences. Endogeneity issues are a threat to inferring causal effects. Endogeneity—the …