Optimal Advertising Budget Allocation in Luxury Fashion Markets with Social Influences: A Mean‐Varia...
Optimal Advertising Budget Allocation in Luxury Fashion Markets with Social Influences: A Mean‐Variance Analysis
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Publisher
Los Angeles, CA: SAGE Publications
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Language
English
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Publisher
Los Angeles, CA: SAGE Publications
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Scope and Contents
Contents
Optimizing advertising budget allocation in the luxury fashion industry is an important problem. In this study, motivated by real‐world practices, we consider a luxury fashion firm serving a conspicuous market consisting of two groups of consumers who influence one another. We investigate the optimal customer portfolios and budget allocation proble...
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Full title
Optimal Advertising Budget Allocation in Luxury Fashion Markets with Social Influences: A Mean‐Variance Analysis
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TN_cdi_proquest_journals_2090886748
Permalink
https://devfeature-collection.sl.nsw.gov.au/record/TN_cdi_proquest_journals_2090886748
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ISSN
1059-1478
E-ISSN
1937-5956
DOI
10.1111/poms.12886