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Marketing in Mobile, Omni-Channel and Multi-Format Contexts
This dissertation studies the marketing issues in mobile, omni-channel and multiformat contexts. In the first essay, while conventional wisdom indicates that apps have a positive impact on customer spending, I critically ...
REPUTATION DYNAMICS IN MARKETING CONTEXTS
This dissertation is an examination of the impact of dynamic consumer reputation effects on firm decision-making in the marketplace. Essay I is a study of the impact of firm interventions on competitive reputation building ...