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JEL Code: M37

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Viewing: 201 - 250 of 957 papers

201.

Impact of Celebrity Endorsements on Brand Image

Number of pages: 35 Posted: 10 Aug 2009
Working Paper Series
Cognizant Technology Solutions
Downloads 9,367
202.

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 8,689
203.

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 6,507
204.

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 5,792
205.

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 5,640
206.

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 College of Computer and Information Science
Downloads 4,530
207.

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 3,716
208.

Understanding Advertising Adstock Transformations

Number of pages: 7 Posted: 16 Aug 2006
Working Paper Series
Information Resources Inc
Downloads 3,692
209.

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 3,529
210.

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 3,465
211.

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 - Cook School of Business and Southern Illinois University at Edwardsville
Downloads 3,313
212.

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 3,161
213.

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 2,676
214.

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 2,561
215.
Downloads 2,422
216.

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 (CUNY) - Department of Business Management
Downloads 2,293
217.

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 2,279
218.

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 2,255
219.

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 2,247
220.

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 2,221
221.

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 2,197
222.

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 2,174
223.

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 2,091
224.

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 2,021
225.

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 2,019
226.

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 1,809
227.

Issues in Crowdfunding: Theoretical and Empirical Investigation on Kickstarter

Number of pages: 34 Posted: 28 Oct 2013
Working Paper Series
ICF GHK
Downloads 1,762
228.

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 1,736
229.

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 UR - Economics of Consumers and Households and Tilburg University - Faculty of Social and Behavioural Sciences
Downloads 1,730
230.

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 1,715
231.

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
L. J. Institute of Management Studies and Nirma University - Institute of Management
Downloads 1,712
232.

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 1,613
233.

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 1,598
234.

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 1,593
235.

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
University of London, City and Rochester Institute of Technology
Downloads 1,585
236.

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 1,573
237.

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
Kellogg School of Management, Netflix and Google Inc.
Downloads 1,554
238.

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
L. J. Institute of Management Studies and Nirma University - Institute of Management
Downloads 1,393
239.

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 USC Marshall School of Business
Downloads 1,371
240.

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: 27 Mar 2014
Accepted Paper Series
University of North Carolina at Charlotte, University of Texas at Dallas - Naveen Jindal School of Management, University of Texas at Dallas - Naveen Jindal School of Management and University of Texas at Austin - Red McCombs School of Business
Downloads 1,365
241.

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 1,342
242.

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 1,333
243.

What's Advertising Content Worth? Evidence from a Consumer Credit Marketing Field Experiment

Yale University Economic Growth Center Discussion Paper No. 968, Yale Economics Department Working Paper No. 58
Number of pages: 35 Posted: 24 Jan 2009
Working Paper Series
University of Chicago - Booth School of Business, Yale University, Harvard University - Department of Economics, Princeton University and Dartmouth College
Downloads 1,310
244.

Pubblicità (Lecture Notes on Advertising)

Number of pages: 19 Posted: 29 Apr 2013 Last Revised: 17 May 2017
Working Paper Series
University of Rome
Downloads 1,304
245.

Dynamics of Retail Advertising: Evidence from a Field Experiment

Economic Inquiry, Forthcoming
Number of pages: 39 Posted: 19 Jan 2006 Last Revised: 25 Feb 2015
Working Paper Series
Massachusetts Institute of Technology (MIT) - Sloan School of Management, Georgia Institute of Technology - Scheller College of Business, Massachusetts Institute of Technology (MIT) - Sloan School of Management and Northwestern University - Department of Marketing

Multiple version iconThere are 2 versions of this paper

Downloads 1,275
246.

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 1,253
247.

Analyzing the Relationship between Organic and Sponsored Search Advertising: Positive, Negative or Zero Interdependence?

Number of pages: 52 Posted: 20 Oct 2009 Last Revised: 27 Oct 2012
Working Paper Series
University of Southern California - Marshall School of Business and New York University (NYU) - Leonard N. Stern School of Business
Downloads 1,243
248.

Advertising and Portfolio Choice

Number of pages: 47 Posted: 03 Aug 2006
Working Paper Series
University of Miami - Department of Finance
Downloads 1,230
249.

Search Engine Advertising: Channel Substitution when Pricing Ads to Context

NET Institute Working Paper No. 07-23
Number of pages: 30 Posted: 15 Oct 2007 Last Revised: 25 Oct 2012
Working Paper Series
University of Toronto - Rotman School of Management and Massachusetts Institute of Technology (MIT) - Management Science (MS)
Downloads 1,212
250.

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 1,212