Thyagarajan Subramanian

University of Central Florida

University of Texas at Dallas - Department of Marketing

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Scholarly Papers (1)

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Why Does Advertising Effectiveness vary by Store Format within a DMA?

Number of pages: 32 Posted: 01 Nov 2023
Thyagarajan Subramanian and B. P. S. Murthi
University of Central Florida and University of Texas at Dallas - Department of Marketing
Downloads 39 (812,937)

Abstract:

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Advertising effects, hierarchical model, store format, ridge regression