Purpose Although brand equity (BE) is a widely accepted concept, its definition is still
elusive, and researchers have not reached a consensus about which measures provide the …

As crowdfunding success relies heavily on designing campaigns that attempt to influence
potential backers within a fixed time frame, this study leverages signaling theory to explore …

Facing fierce competition, e-commerce platforms are implementing various promotional
strategies to attract consumers. Based on real-world transaction data from the largest online …

Live streaming commerce is emerging as one new business model in e-commerce, with an
influx of key opinion leaders (KOLs) flushing into the business as live streamers. Prior …

While interfunctional collaboration remains well-studied within the marketing literature, this
research is the first to empirically explore the effects of sales–supply chain management (S …

Presently, particularly in China, the market for art education is still in the growth stage of
industrial development. Nevertheless, there is a huge number of art education businesses …

Product deletion is a strategic organizational decision. Using multiple literature streams, we
identify antecedents and relationships of product deletion across four functional areas …

Assortment “variety” is a major factor influencing consumer attraction. Brands and firms use
five assortment management strategies to improve consumers' perception of variety (size …

Purpose This study investigated the factors of brand-related behavior, such as brand
schematicity (BS), brand relevance in category (BRiC) and brand loyalty (BL), to clarify how …

Purpose This study develops an empirical framework to address how large third-party
sellers (TPSs) can apply customer acquisition strategies to improve their performance in …