Brand Marketing in the 21st Century: Which type of brand messages lead to positive word-of-mouth

Verstreken, SofieGoedertier, Frank2017-12-022017-12-022012http://hdl.handle.net/20.500.12127/4441We consider the problem of scheduling a number of jobs, each job having a release time, a processing time and a due date, on a single machine with the objective of minimizing the maximum lateness. We developed a hybrid dual-population genetic algorithm and compared its performance with alternative methods on a new diverse data set. Extensions from a single to a dual population by taking problem specific characteristics into account can be seen as a stimulator to add diversity in the search process, which has a positive influence on the important balance between intensification and diversification. Based on a comprehensive literature study on genetic algorithms in single machine scheduling, a fair comparison of genetic operators was made.enBrandingBrand Marketing in the 21st Century: Which type of brand messages lead to positive word-of-mouthBranding Inspiration Reports Series503321334245300