1 - 4 of 4 articles
Both ad creativity and ad repetition play a pivotal role in advertising strategy. It is therefore of practical and theoretical importance to understand how they interact with one another on advertising effectiveness. After reviewing existing theories, we predict three-way interactions among:...
The surge in academic and practical interest in the topic of value co-creation (VCC) highlights an equivocal understanding of its conceptual boundaries and empirical constituents. Our search of the diverse scholarly literature on VCC identified 149 papers, from which we extract the two primary...
Firms struggle with salesforce control, particularly as typical piecemeal approaches overlook the nuance that the effect of a control is amplified or muted by a context created by other simultaneously deployed controls. Recent studies showing interactions between formal controls caution that...
This study analyzes the link between cause assessment, corporate philanthropy, and dimensions of corporate reputation from different stakeholders’ perspectives, using balance theory as a conceptual framework and the telecommunications industry in Austria and Egypt as the empirical setting....
Read and print from thousands of top scholarly journals.
Already have an account? Log in
Bookmark this article. You can see your Bookmarks on your DeepDyve Library.
To save an article, log in first, or sign up for a DeepDyve account if you don’t already have one.
Sign Up Log In
To subscribe to email alerts, please log in first, or sign up for a DeepDyve account if you don’t already have one.
To get new article updates from a journal on your personalized homepage, please log in first, or sign up for a DeepDyve account if you don’t already have one.