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484,893
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JEL Code: M37
149,135 Total downloads
Showing Papers 1 - 50 of 577
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Cross-Cultural Advertising Research: What Do We Know About the Influence of Culture on Advertising? Middlesex University Discussion Paper No. 28
Stephan Dahl
Date Posted: February 01, 20056606 downloads
Applied Financial Marketing - Myth Versus Reality Journal of Financial Transformation, Vol. 21, pp. 55-66, 2007
Shahin Shojai
,
Julian Badcock
and
Alex De Fursac Gash
Date Posted: November 27, 2007Last Revised: July 08, 20095512 downloads
Online Consumer Review: Word-of-Mouth as a New Element of Marketing Communication Mix Management Science, Vol. 54, No. 3, pp. 477-491, 2008
Yubo Chen and
Jinhong Xie
Date Posted: November 15, 2004Last Revised: November 09, 20094351 downloads
Impact of Celebrity Endorsements on Brand Image
Debiprasad Mukherjee
Date Posted: August 10, 20094309 downloads
Effects of Brand Preference, Product Attributes, and Marketing Mix Variables in Technology Product Markets Marketing Science, Forthcoming
S. Sriram ,
Pradeep K. Chintagunta and
Ramya Neelamegham
Date Posted: November 04, 20052961 downloads
The Online Advertising Industry: Economics, Evolution, and Privacy Journal of Economic Perspectives, Forthcoming
David S. Evans
Date Posted: April 16, 20092453 downloads
Understanding Advertising Adstock Transformations
Joy V. Joseph
Date Posted: August 16, 20062272 downloads
Effects of Advertising and Product Placement on Television Audiences
Kenneth C. Wilbur ,
Michelle Sovinsky Goeree and
Geert Ridder
Date Posted: June 26, 2008Last Revised: October 03, 20122166 downloads
The Role of Marketing in Social Media: How Online Consumer Reviews Evolve
Yubo Chen ,
Scott Fay
and
Qi Wang
Date Posted: November 17, 2010Last Revised: January 13, 20111829 downloads
An Empirical Analysis of Search Engine Advertising: Sponsored Search in Electronic Markets NET Institute Working Paper
Anindya Ghose
and
Sha Yang
Date Posted: October 25, 2007Last Revised: May 26, 20091791 downloads
Brand Culture: Trade Marks, Marketing and Consumption TRADE MARKS AND BRANDS: AN INTERDISCIPLINARY CRITIQUE, Jane Ginsburg, Lionel Bently and Jennifer Davis, eds., Cambridge University Press, pp. 161-176, 2008
Jonathan E. Schroeder
Date Posted: February 09, 2007Last Revised: January 27, 20081763 downloads
Advertising Effects on Awareness, Consideration and Brand Choice Using Tracking Data ERIM Report Series Reference No. ERS-2004-028-MKT
Philip Hans Franses and
Marco Vriens
Date Posted: August 26, 20061744 downloads
Influence of Advertising Variability, Brand Extension Effects, Brand Name, Variety Seeking Behavior and Customer Value on Buying Decisions: A Multi-Experiment Analysis
Dr. Rajagopal
Date Posted: January 27, 20061727 downloads
Mirrors of Masculinity: Representation and Identity in Advertising Images Consumption Markets and Culture, Vol. 7, pp. 21-52, 2004
Jonathan E. Schroeder and
Detlev Zwick
Date Posted: February 24, 20041565 downloads
The Effectiveness of Advertising Matching Purchase Motivation ERIM Report Series Reference No. ERS-2001-65-MKT
Joost Loef
,
Gerrit Antonides
and
W. Fred van Raaij
Date Posted: February 20, 20031540 downloads
Analysing Advergames: Active Diversions or Actually Deception
Stephan Dahl ,
Lynne C. Eagle
and
Carlos Baez
Date Posted: June 14, 20061519 downloads
The New Media Technologies: Overview and Research Framework
Linda Weiser Friedman and
Hershey H. Friedman
Date Posted: April 05, 20081469 downloads
A Two-Sided, Empirical Model of Television Advertising and Viewing Markets
Kenneth C. Wilbur
Date Posted: February 27, 20061436 downloads
The Effects of Traditional and Social Earned Media on Sales: A Study of a Microlending Marketplace Journal of Marketing Research, 49 (October).
Andrew T. Stephen and
Jeff Galak
Date Posted: September 29, 2009Last Revised: April 06, 20121380 downloads
Visual Analysis of Images in Brand Culture GO FIGURE: NEW DIRECTIONS IN ADVERTISING RHETORIC, Barbara J. Phillips, Edward McQuarrie, eds., M.E. Sharpe, pp. 277-296, 2008
Jonathan E. Schroeder
Date Posted: October 31, 2006Last Revised: July 19, 20121283 downloads
Co-Branding: The State of the Art Schmalenbach Business Review, Vol. 60, October 2008 , University of Fribourg Marketing Working Paper No. 1
Bernd Helmig ,
Jan-Alexander Huber
and
Peter S.H. Leeflang
Date Posted: June 13, 20071268 downloads
Stealth Marketing: How to Reach Consumers Surreptitiously California Management Review, 2004
Andrew M. Kaikati
and
Jack G. Kaikati
Date Posted: May 06, 20091181 downloads
Dynamics of Retail Advertising: Evidence from a Field Experiment Economic Inquiry, Forthcoming
Duncan Simester ,
Yu Jeffrey Hu ,
Erik Brynjolfsson and
Eric Anderson
Date Posted: January 19, 2006Last Revised: February 19, 20081173 downloads
Firm-Created Word-of-Mouth Communication: A Field-Based Quasi-Experiment HBS Marketing Research Paper No. 04-03
David Godes
and
Dina Mayzlin
Date Posted: July 27, 20041154 downloads
Is an Advertisement an Offer? Why it is, and Why it Matters Hastings Law Journal, Vol. 58, p. 61, 2006
Jay M. Feinman and
Stephen R. Brill
Date Posted: November 09, 20061132 downloads
When does Retargeting Work? Information Specificity in Online Advertising
Anja Lambrecht
and
Catherine Tucker
Date Posted: March 30, 2011Last Revised: May 07, 20131087 downloads
Approaches to Customer Segmentation Journal of Relationship Marketing, 2007
Bruce Cooil
,
Lerzan Aksoy
and
Timothy L. Keiningham
Date Posted: August 02, 20061074 downloads
Critical Visual Analysis HANDBOOK OF QUALITATIVE METHODS IN MARKETING, Russell Belk, ed., pp. 303-321, Aldershot, UK: Edward Elgar, 2006
Jonathan E. Schroeder
Date Posted: September 22, 20051035 downloads
Identity in Marketing Communications: An Ethics of Visual Representation MARKETING COMMUNICATION: NEW APPROACHES, TECHNOLOGIES, AND STYLES, Allan J. Kimmel, ed., pp. 256-277, Oxford University Press, 2005
Janet L. Borgerson
and
Jonathan E. Schroeder
Date Posted: March 12, 20071011 downloads
Advertising and Portfolio Choice
Henrik Cronqvist
Date Posted: August 03, 2006999 downloads
A Survey of Stackelberg Differential Game Models in Supply and Marketing Channels Journal of Systems Science and Systems Engineering, Vol. 16, No. 4, pp. 385-413, December 2007
Xiuli He ,
Ashutosh Prasad
,
Suresh Sethi
and
Genaro Gutierrez
Date Posted: December 11, 2007Last Revised: September 24, 2010994 downloads
Search Engine Advertising: Channel Substitution when Pricing Ads to Context NET Institute Working Paper No. 07-23
Avi Goldfarb and
Catherine Tucker
Date Posted: October 15, 2007Last Revised: October 25, 2012984 downloads
Analyzing the Relationship between Organic and Sponsored Search Advertising: Positive, Negative or Zero Interdependence?
Sha Yang
and
Anindya Ghose
Date Posted: October 20, 2009Last Revised: October 27, 2012981 downloads
The Elongating Tail of Brand Communication: An Approach to Brand-Building Incorporating Long Tail Economics
Iqbal Mohammed
affiliation not provided to SSRN
Date Posted: August 16, 2007Last Revised: September 09, 2008960 downloads
The Informative versus Persuasive Role of Marketing Communication in New Product Categories: An Application to the Prescription Antihistamines Market
Sridhar Narayanan ,
Puneet Manchanda
and
Pradeep K. Chintagunta
Date Posted: November 26, 2003934 downloads
Competitive Reactions and the Cross-Sales Effects of Advertising and Promotion ERIM Report Series Reference No. ERS-2002-20-MKT
JanâBenedict EM Steenkamp ,
Vincent R. Nijs
,
Dominique Hanssens
and
M. G. Dekimpe
Date Posted: February 20, 2003925 downloads
An Analysis of the Marketing Strategy of Vicks Vaporub Marketing Mastermind, pp. 9-17, April 2005
Amit Banerji
and
Tarun Jain
affiliation not provided to SSRN
and
Supreme Court of India
Date Posted: August 11, 2008Last Revised: December 23, 2008856 downloads
Freemium: Attributes of an Emerging Business Model
Nicolas Pujol
Date Posted: December 03, 2010Last Revised: December 15, 2010851 downloads
An Empirical Model of Advertising Dynamics
Jean-Pierre H. Dube
,
Guenter J. Hitsch and
Puneet Manchanda
Date Posted: December 18, 2003842 downloads
Online Social Interactions: A Natural Experiment on Word of Mouth Versus Observational Learning
Yubo Chen ,
Qi Wang
and
Jinhong Xie
Date Posted: November 08, 2009Last Revised: March 31, 2010827 downloads
The Effect of Media Advertising on Brand Consideration and Choice Fisher College of Business Working Paper
Nobuhiko Terui
,
Masataka Ban
and
Greg M. Allenby
Date Posted: September 02, 2007Last Revised: April 04, 2010823 downloads
Integrated Marketing Communications in Markets with Uncertainty and Competition Automatica, Vol. 45, pp. 601-610, 2009
Ashutosh Prasad
and
Suresh Sethi
Date Posted: January 28, 2007Last Revised: September 25, 2010812 downloads
What's Psychology Worth? A Field Experiment in the Consumer Credit Market Yale University Economic Growth Center Discussion Paper No. 918
Marianne Bertrand ,
Dean S. Karlan ,
Sendhil Mullainathan ,
Eldar Shafir
and
Jonathan Zinman
Date Posted: July 28, 2005793 downloads
Comparative Advertising and Competition Policy International University in Germany Working Paper No. 19/2004
Francesca Barigozzi and
Martin Peitz
Date Posted: April 05, 2005783 downloads
Regulating Search Engines: Taking Stock and Looking Ahead Yale Journal of Law & Technology, Vol. 9, p. 124, 2006, Berkman Center Research Publication No. 2006-03
Urs Gasser
Date Posted: June 20, 2006783 downloads
Click Fraud
Kenneth C. Wilbur and
Yi Zhu
Date Posted: January 15, 2008Last Revised: October 03, 2012773 downloads
Marketing Activity, Blogging and Sales
Hiroshi Onishi
and
Puneet Manchanda
Date Posted: October 14, 2009Last Revised: June 30, 2011736 downloads
Post-it Note Persuasion: A Sticky Influence Journal of Consumer Psychology, 2005
Randy Garner
Date Posted: November 02, 2004728 downloads
Stealth Marketing and Editorial Integrity Texas Law Review, Vol. 85, p. 83, 2006
Ellen P. Goodman
Date Posted: April 20, 2006655 downloads
How the Digital Video Recorder Changes Traditional Television Advertising Journal of Advertising, Forthcoming, Marshall School of Business Working Paper No. MKT 03-06
Kenneth C. Wilbur
Date Posted: July 19, 2006654 downloads
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