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Kamran Eshghi, Hesam Shahriari, and Sourav Ray

sponsorship decisions but also to offer confidence to the investors that their decisions are appropriate in the scheme of things. In this, our study also builds on several recent studies in the marketing–finance interface that highlight the crucial impact of marketing investments on firm performance in terms

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Sungho Cho, J. Lucy Lee, June Won, and Jong Kwan (Jake) Lee

their marketing investment without their authorization. Alternatively, if the cost of trademark enforcement practices to lower the search costs is excessively high, firms will not waste their resources on branding efforts. To warrant the economic efficiency of branding and trademark practices, an

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Bradley J. Baker, Jeremy S. Jordan, and Daniel C. Funk

customer retention. Voss et al. ( 2010 ) found that in discretionary product categories, including leisure activities such as sport-related experience products, managers should adopt a multifaceted approach to their marketing investments, simultaneously investing in both customer satisfaction and

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Rebecca M. Achen, John Kaczorowski, Trisha Horsmann, and Alanda Ketzler

.smr.2013.11.004 Stelzner , M.A. ( 2017 ). 2017 social media marketing industry report: How marketers are using social media to grow their businesses . Retrieved from http://www.socialmediaexaminer.com/report2017/ Sterne , J. ( 2010 ). Social media metrics: How to measure and optimize your marketing