Rebecca Heuke

affiliation not provided to SSRN

SCHOLARLY PAPERS

1

DOWNLOADS

205

SSRN CITATIONS

1

CROSSREF CITATIONS

2

Scholarly Papers (1)

1.

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
Downloads 205 (180,087)
Citation 3

Abstract:

Loading...

advertising effectiveness, advertising elasticity, advertising elasticity database, meta-analysis, empirical marketing generalizations