Mobile App Introduction and Online and Offline Purchases and Product Returns

Unnati Narang; Venkatesh Shankar

doi:10.1287/mksc.2019.1169

Mobile App Introduction and Online and Offline Purchases and Product Returns

Unnati Narang¹; Venkatesh Shankar²

¹ Department of Marketing, Mays Business School, Texas A&M University, College Station, Texas 77843 · ² Center for Retailing Studies, Mays Business School, Texas A&M University, College Station, Texas 77843

Marketing Science 2019

This paper models the relationship between a retailer’s mobile app launch and product purchases and returns in its online and offline channels.

DOI: 10.1287/mksc.2019.1169
Volume: 38 (5)
Pages: 756-772
Language: en
Export: BibTeX
Sources: crossref