Instead of purchasing individual content, streaming adopters rent access to libraries, with content being free at the margin. In this paper, we study how the adoption of music streaming affects consumers’ listening behavior.

This paper studies the extent to which CBBE manifests itself in SBBE and marketing mix response using ten years of IRI scanner and Brand Asset Valuator (BAV) data for 290 brands spanning 25 packaged good categories. This paper has received the MSI/Journal of Marketing’s H. Paul Root Award (2017).

Many service firms acquire customers by offering free-trial promotions. This article conceptualizes how a customer’s retention decision is driven by marketing communication and usage behavior, and develops hypotheses about the impact of free-trial acquisition on this process.