Marketing experts have studied attribution for many decades, with current theory dating to the 1950s work of F. Heider. It is the study of human behavior as it relates to purchasing products and ...

Marketing is more of a science than its more creative counterparts – advertising, public relations and promotions – but, despite its emphasis on research and number-crunching, marketing still relies ...

Marketing attribution often feels like a black box. Budgets go out, deals come in — yet the connection between the two remains frustratingly unclear. This lack of visibility forces marketing teams ...

Drawing on attribution theory and the services marketing literature, the authors examine how the allocation of causality and length of the service recovery process impact post-recovery consumer ...

"Love isn't about staring at each other, but about looking forward together in the same direction," Antoine de Saint-Exupéry insightfully noted. This perspective aligns with the exploration of love’s ...