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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‐Varia...

https://devfeature-collection.sl.nsw.gov.au/record/TN_cdi_proquest_journals_2090886748

Optimal Advertising Budget Allocation in Luxury Fashion Markets with Social Influences: A Mean‐Variance Analysis

About this item

Full title

Optimal Advertising Budget Allocation in Luxury Fashion Markets with Social Influences: A Mean‐Variance Analysis

Publisher

Los Angeles, CA: SAGE Publications

Journal title

Production and operations management, 2018-08, Vol.27 (8), p.1611-1629

Language

English

Formats

Publication information

Publisher

Los Angeles, CA: SAGE Publications

More information

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...

Alternative Titles

Full title

Optimal Advertising Budget Allocation in Luxury Fashion Markets with Social Influences: A Mean‐Variance Analysis

Authors, Artists and Contributors

Identifiers

Primary Identifiers

Record Identifier

TN_cdi_proquest_journals_2090886748

Permalink

https://devfeature-collection.sl.nsw.gov.au/record/TN_cdi_proquest_journals_2090886748

Other Identifiers

ISSN

1059-1478

E-ISSN

1937-5956

DOI

10.1111/poms.12886

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