the aim of this study is to examine the effect of advertising and sales promotions on brand equity creation. regarding the research purpose, this study is applied, and in terms of data collection this study is descriptive-causal based on structural equation modeling. the research tool for data collection was a valid questionnaire and the research population included consumers of samsung brand o...

BACKGROUND The widespread use of in-store marketing strategies to induce unhealthy impulsive purchases has implications for shopping experience, food choice and possibly adverse health outcomes. The aim of this study was to examine consumer attitudes and evaluate sales effects of a healthy checkout supermarket intervention. The study was part of Project Sundhed & Lokalsamfund (Project SoL); a D...

Sales forecasting is a common topic in business. Our task is predicting a famous drug company daily sales for 1,115 stores located across Germany for six weeks in advance. Store sales are influenced by many factors. Our project aims to create a robust prediction model. Based on Gradient Boosting and Random Forest, our model performs well in this sales forecasting competition with resulting in r...

This article describes a contrastive study on rhetorical differences between Italian and English sales promotion letters. It is assumed that cultural differences affect discourse genres traditionally considered as standardized, ritual or even formulaic, written business communication being a case in point. It was our goal to investigate how information is presented and what rhetorical strategie...

Kalyanam and Shively (1998) and van Heerde et al. (2001) have proposed semiparametric models to estimate the influence of price promotions on brand sales, and both obtained superior performance for their models compared to strictly parametric modeling. Following these researchers, we suggest another semiparametric framework which is based on penalized B-splines to analyze sales promotion effect...

This study aimed to analyze the role of brand awareness and sales promotion in purchasing decisions for OVO products among students Faculty Economics, Master Management Study Program, Sriwijaya University. The population this were program at University, with sample used being a minimum 1 transaction using OVO. analysis technique multiple linear regression by adding tt-test F-test as support. re...

Sales forecast is an essential task in E-commerce and has a crucial impact on making informed business decisions. It can help us to manage the workforce, cash flow and resources such as optimizing the supply chain of manufacturers etc. Sales forecast is a challenging problem in that sales is affected by many factors including promotion activities, price changes, and user preferences etc. Tradit...