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Verlag C.H.Beck, München 2014
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Volume 36 (2014), Edition 4
Marketing ZFP- Journal:
- Marketing ZFP
- Publisher:
- 2014
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Bibliographic data
- ISSN-Print
- 0344-1369
- ISSN-Online
- 0344-1369
- Publisher
- Vahlen, München
- Language
- German
- Product type
- Volume
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Page 219 - 220
Verlag C.H.Beck, München 2014
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Verlag C.H.Beck, München 2014
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Advertising strategies that can compensate the detrimental effects of negative online product reviews have so far received insufficient attention in marketing research. The purpose of this paper is to fill this gap and to examine whether...
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Page 257 - 266
Sports properties such as mega events or clubs are generally highly attractive partners for corporate sponsors. However, due to their propensity for scandals (e.g. corruption, drug abuse or match fixing), sports properties may at times become...
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Page 267 - 278
We investigate the application of two topic models, latent Dirichlet allocation (LDA) and the correlated topic model (CTM), to market basket analysis. Topic models measure the association between observed purchases and underlying latent activities...
Verlag C.H.Beck, München 2014
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