The market for initial coin offerings (ICOs) is currently unregulated, and many blockchain companies use "digital hype" as a marketing tool to promote their products. To predict the effects of digital hype during ICOs on blockchain-based projects and outcomes, this study adopts an information economics perspective.

Brands and branding are key to achieving competitive advantage in global markets. Yet, brands and their managers are facing new challenges and opportunities in light of numerous trends and disruptions that are changing the landscape of marketing in an international context. The climate crisis, a pandemic, and deglobalization winds—marked by China–West trade tensions, wars, and other trade-related disruptions, to name a few—are challenging branding around the world.

Although the power held by the marketing department can determine key organizational outcomes, including firm performance, this power seemingly has been decreasing. To address this apparent disconnect, the authors propose that the board of directors is a critical but overlooked antecedent of marketing department power (MDP).

After being generated, a new idea is rarely perfect but must be clarified, improved, and developed in more detail. Unfortunately, idea elaboration and creativity do not always come together: many new ideas become less creative when elaborated. This research examines who elaborates new ideas more creatively.

The disproportionate emphasis on firm closures during crises, such as the recent pandemic, may overlook potential variations in firm exit rates across markets. Ignoring that variation likely hinders accurate insights though, as are required by both practitioners and policy makers. To investigate variable firm closure rates across markets, this study proposes a firm closure model that integrates the unique roles of the market structure (number of firms and firm type), firm responsiveness, pandemic intensity, and their interactions.

Past research in operations management and marketing on inventory levels and product variety has predominantly focused on their effects on brand performance indicators, such as sales and market share, while overlooking the influence on consumers’ perceptions of brands. Brand perceptions, encompassing reputation, quality, credibility, and emotional associations, go beyond typical revenue metrics and offer foresight into a brand’s future performance. Hence, understanding the effects of inventory and product variety on brand perceptions is crucial, and that constitutes the main contribution of this paper.

This article examines the role of Generative Artificial Intelligence (GenAI) in the context of marketing education, highlighting its substantial impact on the field. The study is based on an analysis of how GenAI, particularly through the use of Large Language Models (LLMs), functions. We detail the operational mechanisms of LLMs, their training methods, performance across various metrics, and the techniques for engaging with them via prompt engineering.

Why do fashion brands maintain classics for years or even decades amidst the ever-changing fashion trends? Why do some fashion brands position classic products as premium items, while others treat classics as entry-level offerings? In this research, our aim is to explain the emergence of fashion classics and various classics strategies by considering the possibility of cross-generation signaling in an overlapping generations model.