Rebecca Heuke

affiliation not provided to SSRN

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Determinants of Advertising Effectiveness: The Development of an International Advertising Elasticity Database and a Meta-Analysis

BuR Business Research Journal, Vol. 4, No. 2, pp. 193-239, December 2011
Number of pages: 47 Posted: 03 Jan 2012
Sina Henningsen, Rebecca Heuke and Michel Clement
Christian-Albrechts-University Kiel - Department for Innovation, New Media, and Marketing, affiliation not provided to SSRN and University of Hamburg
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advertising effectiveness, advertising elasticity, advertising elasticity database, meta-analysis, empirical marketing generalizations