1.
Impact of Celebrity Endorsements on Brand Image
Number of pages: 35
Posted: 10 Aug 2009
Working Paper Series
Cognizant Technology Solutions
Downloads
11,901
2.
Cross-Cultural Advertising Research: What Do We Know About the Influence of Culture on Advertising?
Middlesex University Discussion Paper No. 28
Number of pages: 29
Posted: 01 Feb 2005
Working Paper Series
University of Hull
Downloads
9,565
3.
Applied Financial Marketing - Myth Versus Reality
Journal of Financial Transformation, Vol. 21, pp. 55-66, 2007
Number of pages: 12
Posted: 27 Nov 2007
Last Revised: 08 Jul 2009
Accepted Paper Series
Capco Institute, Capco and Capco
Downloads
6,557
4.
Online Consumer Review: Word-of-Mouth as a New Element of Marketing Communication Mix
Management Science, Vol. 54, No. 3, pp. 477-491, 2008
Number of pages: 45
Posted: 15 Nov 2004
Last Revised: 22 Jun 2014
Accepted Paper Series
Tsinghua University, School of Economics & Management and University of Florida - Warrington College of Business Administration
Downloads
6,332
5.
The Online Advertising Industry: Economics, Evolution, and Privacy
Journal of Economic Perspectives, Forthcoming
Number of pages: 41
Posted: 16 Apr 2009
Accepted Paper Series
Global Economics Group
Downloads
6,015
6.
The FTC and the New Common Law of Privacy
114 Columbia Law Review 583 (2014), GWU Legal Studies Research Paper No. 2013-120, GWU Law School Public Law Research Paper No. 2013-120
Number of pages: 94
Posted: 21 Aug 2013
Last Revised: 05 Apr 2014
Accepted Paper Series
George Washington University Law School and Northeastern University School of Law and Khoury College of Computer Sciences
Downloads
5,705
7.
Freemium: Attributes of an Emerging Business Model
Number of pages: 4
Posted: 03 Dec 2010
Last Revised: 13 Jan 2016
Working Paper Series
Pujol Enterprises LLC
Downloads
4,772
8.
Understanding Advertising Adstock Transformations
Number of pages: 7
Posted: 16 Aug 2006
Working Paper Series
GroupM
Downloads
4,013
9.
Effects of Brand Preference, Product Attributes, and Marketing Mix Variables in Technology Product Markets
Marketing Science, Forthcoming
Number of pages: 38
Posted: 04 Nov 2005
Accepted Paper Series
The Stephen M. Ross School of Business at the University of Michigan, University of Chicago and Amrita University - Amrita School of Business
Downloads
3,962
10.
The Role of Marketing in Social Media: How Online Consumer Reviews Evolve
Number of pages: 32
Posted: 17 Nov 2010
Last Revised: 19 Jun 2014
Working Paper Series
Tsinghua University, School of Economics & Management, Syracuse University and Binghamton University
Downloads
3,869
11.
Stealth Marketing: How to Reach Consumers Surreptitiously
California Management Review, 2004
Number of pages: 18
Posted: 06 May 2009
Accepted Paper Series
Saint Louis University - Chaifetz School of Business and Southern Illinois University at Edwardsville
Downloads
3,766
12.
Fake News: A Legal Perspective
Journal of Internet Law (Apr. 2017)
Number of pages: 9
Posted: 26 Apr 2017
Accepted Paper Series
Klein Moynihan Turco LLP and Newsday Media Group
Downloads
3,645
13.
Effects of Advertising and Product Placement on Television Audiences
Number of pages: 39
Posted: 26 Jun 2008
Last Revised: 03 Oct 2012
Working Paper Series
University of California, San Diego (UCSD) - Rady School of Management, University of Southern California - Department of Economics and University of Southern California
Downloads
3,377
14.
The Unfavorable Economics of Measuring the Returns to Advertising
Number of pages: 35
Posted: 14 Dec 2013
Last Revised: 19 Sep 2014
Working Paper Series
Netflix and Microsoft Research
Downloads
3,242
15.
Narrative Processing: Building Consumer Connections to Brands
Escalas, Jennifer Edson (2004), "Narrative Processing: Building Consumer Connections to Brands," Journal of Consumer Psychology, v. 14, n. 1 & 2, pp. 168-179.
Number of pages: 47
Posted: 13 Jun 2013
Accepted Paper Series
Vanderbilt University - Marketing
Downloads
3,220
16.
The Effects of Traditional and Social Earned Media on Sales: A Study of a Microlending Marketplace
Journal of Marketing Research, 49 (October).
Number of pages: 68
Posted: 29 Sep 2009
Last Revised: 05 Aug 2014
Accepted Paper Series
University of Oxford - Said Business School and Carnegie Mellon University
Downloads
2,971
17.
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
Number of pages: 36
Posted: 31 Oct 2006
Last Revised: 19 Jul 2012
Accepted Paper Series
Rochester Institute of Technology
Downloads
2,670
18.
Ghost Ads: Improving the Economics of Measuring Online Ad Effectiveness
Simon Business School Working Paper No. FR 15-21
Number of pages: 59
Posted: 19 Jun 2015
Last Revised: 13 Jan 2017
Working Paper Series
Questrom School of Business, Netflix and Google Inc.
Downloads
2,582
19.
The Impact of Visual Merchandising on Impulse Buying Behavior of Consumer: A Case from Central Mall of Ahmedabad India
Universal Journal of Management, Vol.1, No. 2, Oct. 2013, pp. 76-8
Number of pages: 7
Posted: 18 Nov 2013
Accepted Paper Series
affiliation not provided to SSRN and Nirma University - Institute of Management
Downloads
2,524
20.
Visual Merchandising: Impact on Consumer Behaviour (An Exploratory Study of Apparel Segment in Ahmedabad)
“Mapping the Global Future: Evolution Through Innovation, and Excellence”, Eds., Nejdet Delener, Leonora Fuxman, F. Victor Lu, and Susana Rodrigues, published by Global Business and Technology Association (GBATA), New York, USA, July, 2012, pp. 607-614.,
Number of pages: 9
Posted: 15 Aug 2012
Last Revised: 14 Mar 2013
Accepted Paper Series
affiliation not provided to SSRN and Nirma University - Institute of Management
Downloads
2,522
21.
The New Media Technologies: Overview and Research Framework
Number of pages: 29
Posted: 05 Apr 2008
Working Paper Series
Baruch College, CUNY - Zicklin School of Business and City University of New York - Department of Business Management
Downloads
2,480
22.
When does Retargeting Work? Information Specificity in Online Advertising
Number of pages: 52
Posted: 30 Mar 2011
Last Revised: 07 May 2013
Working Paper Series
London Business School and Massachusetts Institute of Technology (MIT) - Management Science (MS)
Downloads
2,471
23.
Influence of Advertising Variability, Brand Extension Effects, Brand Name, Variety Seeking Behavior and Customer Value on Buying Decisions: A Multi-Experiment Analysis
Number of pages: 59
Posted: 27 Jan 2006
Working Paper Series
Graduate School of Administration and Management (EGADE), Monterrey Institute of Technology and Higher Education (ITESM) - Mexico City Campus
Downloads
2,460
24.
Co-Branding: The State of the Art
Schmalenbach Business Review, Vol. 60, October 2008 , University of Fribourg Marketing Working Paper No. 1
Number of pages: 19
Posted: 13 Jun 2007
Accepted Paper Series
Department of Business Administration, Chair Public & Nonprofit Management, Bain & Company and University of Groningen - Faculty of Economics and Business
Downloads
2,453
25.
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
Number of pages: 24
Posted: 09 Feb 2007
Last Revised: 27 Jan 2008
Accepted Paper Series
Rochester Institute of Technology
Downloads
2,358
26.
Issues in Crowdfunding: Theoretical and Empirical Investigation on Kickstarter
Number of pages: 34
Posted: 28 Oct 2013
Working Paper Series
ICF GHK
Downloads
2,327
27.
An Empirical Analysis of Search Engine Advertising: Sponsored Search in Electronic Markets
NET Institute Working Paper
Number of pages: 47
Posted: 25 Oct 2007
Last Revised: 19 Jun 2014
Working Paper Series
New York University (NYU) - Leonard N. Stern School of Business and University of Southern California - Marshall School of Business
Downloads
2,273
28.
An Integrated Marketing Communications Perspective on Social Media Metrics
International Journal of Integrated Marketing Communications, Spring 2013
Number of pages: 31
Posted: 17 Jun 2013
Last Revised: 08 Feb 2016
Accepted Paper Series
University of Wisconsin-Whitewater and Loyola University of Chicago
Downloads
2,206
29.
Mirrors of Masculinity: Representation and Identity in Advertising Images
Consumption Markets and Culture, Vol. 7, pp. 21-52, 2004
Number of pages: 56
Posted: 24 Feb 2004
Accepted Paper Series
Rochester Institute of Technology and York University - Schulich School of Business
Downloads
2,191
30.
Advertising Effects on Awareness, Consideration and Brand Choice Using Tracking Data
ERIM Report Series Reference No. ERS-2004-028-MKT
Number of pages: 22
Posted: 26 Aug 2006
Working Paper Series
Erasmus University Rotterdam (EUR) - Department of Econometrics and Microsoft Corporation
Downloads
2,158
31.
Effectiveness of Online Advertising on Social Networking Sites - A Case Study on Facebook
Number of pages: 74
Posted: 22 Nov 2013
Working Paper Series
Cardiff Metropolitan University
Downloads
2,156
32.
An Analysis of the Marketing Strategy of Vicks Vaporub
Marketing Mastermind, pp. 9-17, April 2005
Number of pages: 23
Posted: 11 Aug 2008
Last Revised: 23 Dec 2008
Accepted Paper Series
affiliation not provided to SSRN and Supreme Court of India
Downloads
2,094
33.
Is an Advertisement an Offer? Why it is, and Why it Matters
Hastings Law Journal, Vol. 58, p. 61, 2006
Number of pages: 26
Posted: 09 Nov 2006
Accepted Paper Series
Rutgers Law School and Fox Rothschild LLP
Downloads
2,029
34.
A Study on the Association between Brand Awareness and Consumer/Brand Loyalty for the Packaged Milk Industry in Pakistan
South Asian Journal of Management Sciences (SAJMS), Vol.5, No.1.
Number of pages: 11
Posted: 22 Oct 2010
Last Revised: 17 Feb 2011
Accepted Paper Series
Office of Research, Innovation & Commercialization - ORIC and Iqra University Research Centre - IURC
Downloads
1,909
35.
The Effectiveness of Advertising Matching Purchase Motivation
ERIM Report Series Reference No. ERS-2001-65-MKT
Number of pages: 47
Posted: 20 Feb 2003
Working Paper Series
Tinbergen Institute, Wageningen University and Tilburg University - Faculty of Social and Behavioural Sciences
Downloads
1,790
36.
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
Number of pages: 44
Posted: 12 Mar 2007
Accepted Paper Series
DePaul University and Rochester Institute of Technology
Downloads
1,785
37.
Post-It Note Persuasion: A Sticky Influence
Journal of Consumer Psychology, 2005
Number of pages: 29
Posted: 02 Nov 2004
Accepted Paper Series
Sam Houston State University
Downloads
1,752
38.
A Two-Sided, Empirical Model of Television Advertising and Viewing Markets
Number of pages: 46
Posted: 27 Feb 2006
Working Paper Series
University of California, San Diego (UCSD) - Rady School of Management
Downloads
1,746
39.
The Relationship of Brand Equity to Purchase Intention
IUP Journal of Marketing Management, May 2012
Number of pages: 20
Posted: 30 Sep 2011
Last Revised: 29 Nov 2012
Accepted Paper Series
affiliation not provided to SSRN and International Training Institute
Downloads
1,726
40.
Critical Visual Analysis
HANDBOOK OF QUALITATIVE METHODS IN MARKETING, Russell Belk, ed., pp. 303-321, Aldershot, UK: Edward Elgar, 2006
Number of pages: 31
Posted: 22 Sep 2005
Accepted Paper Series
Rochester Institute of Technology
Downloads
1,707
41.
Pubblicità (Lecture Notes on Advertising)
Number of pages: 22
Posted: 29 Apr 2013
Last Revised: 01 Jun 2018
Working Paper Series
University of Rome Sapienza
Downloads
1,665
42.
Analysing Advergames: Active Diversions or Actually Deception
Number of pages: 25
Posted: 14 Jun 2006
Working Paper Series
University of Hull, Middlesex University - Business School and Consultant
Downloads
1,632
43.
Incrementality Bidding & Attribution
Number of pages: 40
Posted: 06 Mar 2018
Last Revised: 12 Mar 2018
Working Paper Series
Netflix and Netflix
Downloads
1,607
44.
Beyond the Last Touch: Attribution in Online Advertising
Number of pages: 46
Posted: 25 Jan 2014
Last Revised: 17 Apr 2018
Working Paper Series
University of Pennsylvania - The Wharton School
Downloads
1,596
45.
Driving Online and Offline Sales: The Cross-Channel Effects of Digital Versus Traditional Advertising
Tuck School of Business Working Paper No. 2012-103
Number of pages: 50
Posted: 07 Nov 2011
Last Revised: 19 Aug 2014
Working Paper Series
University of North Carolina - Chapel Hill, Massey University - Dept of Communication, Journalism & Marketing and Dartmouth College - Tuck School of Business
Downloads
1,555
46.
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
Number of pages: 29
Posted: 11 Dec 2007
Last Revised: 14 May 2019
Accepted Paper Series
University of North Carolina at Charlotte, University of California, Riverside (UCR), University of Texas at Dallas - Naveen Jindal School of Management and University of Texas at Austin - Red McCombs School of Business
Downloads
1,454
47.
Firm-Created Word-of-Mouth Communication: A Field-Based Quasi-Experiment
HBS Marketing Research Paper No. 04-03
Number of pages: 29
Posted: 27 Jul 2004
Working Paper Series
University of Maryland and University of Southern California - Marshall School of Business
Downloads
1,439
48.
Who Owns the World’s Media?
Columbia Business School Research Paper No. 13-22, TPRC 41: The 41st Research Conference on Communication, Information and Internet Policy
Number of pages: 26
Posted: 01 Apr 2013
Last Revised: 07 Sep 2013
Working Paper Series
Columbia Business School - Finance and Economics
Downloads
1,412
49.
Approaches to Customer Segmentation
Journal of Relationship Marketing, 2007
Number of pages: 41
Posted: 02 Aug 2006
Accepted Paper Series
Vanderbilt University - Statistics, Koc University and Ipsos Loyalty - North America
Downloads
1,393
50.
Creating Customer Engagement Via Mobile Apps: How App Usage Drives Purchase Behavior
Tuck School of Business Working Paper No. 2669817
Number of pages: 48
Posted: 07 Oct 2015
Working Paper Series
University of North Carolina - Chapel Hill, Massey University - Dept of Communication, Journalism & Marketing and Dartmouth College - Tuck School of Business
Downloads
1,374
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