Search Results
JEL Code: M37

746,792 Total downloads

Viewing: 1 - 50 of 1,568 papers

1.

Impact of Celebrity Endorsements on Brand Image

Number of pages: 35 Posted: 10 Aug 2009
Working Paper Series
Cognizant Technology Solutions
Downloads 20,766
2.

The Big Four of Influencer Marketing. A Typology of Influencers.

Marketing Review St. Gallen, Vol. 2, 30-38
Number of pages: 9 Posted: 24 Aug 2018
Accepted Paper Series
KEDGE Business School and ETH Zurich
Downloads 12,856
3.

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 12,199
4.

Impact of Digital Marketing on Online Purchase Intention: Mediation Effect of Customer Relationship Management

Journal of Asian Business Strategy, DOI: 10.18488/journal.1006.2020.101.142.158 Vol. 10, No. 1, 142-158, 2020
Number of pages: 17 Posted: 16 Sep 2020
Accepted Paper Series
Curtin University, Malaysia
Downloads 12,139
5.

TV Advertising Effectiveness and Profitability: Generalizable Results from 288 Brands

Number of pages: 46 Posted: 20 Jan 2020 Last Revised: 17 Apr 2021
Working Paper Series
University of Chicago - Booth School of Business, University of Chicago - Booth School of Business and Northwestern - Kellogg

Multiple version iconThere are 2 versions of this paper

Downloads 9,054
6.

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 8,256
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 8,113
8.

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 Boston University School of Law
Downloads 7,781
9.

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 6,914
10.

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 6,585
11.

Ghost Ads: Improving the Economics of Measuring Online Ad Effectiveness

Garrett A. Johnson, Randall A. Lewis, Elmar I. Nubbemeyer (2017) Ghost Ads: A Revolution in Measuring Ad Effectiveness Journal of Marketing Research, 54(6): 867-884. , Simon Business School Working Paper No. FR 15-21
Number of pages: 59 Posted: 19 Jun 2015 Last Revised: 28 Feb 2023
Accepted Paper Series
Questrom School of Business, Amazon and Google Inc.
Downloads 6,418
12.

The Online Advertising Industry: Economics, Evolution, and Privacy

Journal of Economic Perspectives, Forthcoming
Number of pages: 41 Posted: 16 Apr 2009
Accepted Paper Series
Market Platform Dynamics
Downloads 6,396
13.

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 StudiesL J Institute of Management Studies and Nirma University - Institute of Management
Downloads 6,027
14.

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 5,937
15.

The Impact of Metaverse on Branding and Marketing

Number of pages: 44 Posted: 29 Jun 2022
Working Paper Series
Westminster Business School
Downloads 5,697
16.

Understanding Advertising Adstock Transformations

Number of pages: 7 Posted: 16 Aug 2006
Working Paper Series
Syneractiv
Downloads 4,895
17.

Incrementality Bidding & Attribution

Number of pages: 40 Posted: 06 Mar 2018 Last Revised: 12 Mar 2018
Working Paper Series
Amazon and Netflix
Downloads 4,671
18.

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
Amazon and Microsoft Research
Downloads 4,419
19.

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 4,409
20.

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 China Europe International Business School (CEIBS)
Downloads 4,360
21.

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 - Southern Illinois University at Edwardsville
Downloads 4,274
22.

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 4,228
23.

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 StudiesL J Institute of Management Studies and Nirma University - Institute of Management
Downloads 4,022
24.

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 3,857
25.

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 3,853
26.

Land Valuation in the Metaverse: Location Matters

Number of pages: 49 Posted: 01 Oct 2021 Last Revised: 07 Mar 2022
Working Paper Series
University of Basel - Center for Innovative Finance, University of Basel and Center for Innovative Finance, University of Basel
Downloads 3,791
27.

The Regulation of Social Media Influencers: An Introduction

'The Regulation of Social Media Influencers: An Introduction' in C. Goanta and S. Ranchordas (eds), The Regulation of Social Media Influencers (Edward Elgar, 2020, Forthcoming), University of Groningen Faculty of Law Research Paper No. 41/2019
Number of pages: 20 Posted: 01 Oct 2019 Last Revised: 02 Dec 2019
Working Paper Series
Utrecht University - Faculty of Law and Tilburg University
Downloads 3,743
28.

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 3,741
29.

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: 24 Feb 2020 Last Revised: 24 Feb 2020
Accepted Paper Series
Rochester Institute of Technology
Downloads 3,678
30.

Celebrity Endorsement and Purchase Intention: The Role of Perceived Quality and Brand Loyalty

Khan, M. M., Memon, Z., & Kumar, S., (2019). Celebrity Endorsement and Purchase Intention: The Role of Perceived Quality and Brand Loyalty. Market Forces, 14(2), 99-120.
Number of pages: 22 Posted: 23 Sep 2020
Accepted Paper Series
Institute of Business Management (IoBM)
Downloads 3,650
31.

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 3,557
32.

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) - Koppelman School of Business
Downloads 3,487
33.

Issues in Crowdfunding: Theoretical and Empirical Investigation on Kickstarter

Number of pages: 34 Posted: 28 Oct 2013
Working Paper Series
University of Cambridge - Faculty of Economics and PoliticsICF GHK
Downloads 3,443
34.

Consumer Privacy Choice in Online Advertising: Who Opts Out and at What Cost to Industry?

Garrett A. Johnson, Scott K. Shriver, and Shaoyin Du (2020) “Consumer privacy choice in online advertising: Who opts out and at what cost to industry?” Marketing Science 39(1): 33-51, Simon Business School Working Paper No. FR 17-19
Number of pages: 49 Posted: 21 Aug 2017 Last Revised: 28 Feb 2023
Accepted Paper Series
Questrom School of Business, University of Colorado at Boulder - Department of Marketing and University of Rochester - Simon Business School
Downloads 3,359
35.

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 2,967
36.

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 2,955
37.

The Economics of Attention Markets

Number of pages: 41 Posted: 02 Oct 2017 Last Revised: 16 Apr 2020
Working Paper Series
Market Platform Dynamics
Downloads 2,938
38.

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 2,877
39.

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 2,846
40.

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
Indeed, Massey University - Dept of Communication, Journalism & Marketing and Dartmouth College - Tuck School of Business
Downloads 2,825
41.

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 2,776
42.

The Concept of Luxury Brands and the Relationship Between Consumer and Luxury Brands

Kip Becker, Jung Wan Lee, Helena M. Nobre / Journal of Asian Finance, Economics and Business Vol 5 No 3 (2018) 51-63
Number of pages: 14 Posted: 10 Oct 2018
Accepted Paper Series
Boston University - Department of Administrative Sciences, Anhui University of Finance and Economics and University of Aveiro - DEGEIT, GOVCOPP
Downloads 2,769
43.

The Influence of User Generated Content and Purchase Intention on Beauty Products

J. Mgt. Mkt. Review 4 (3) 171 – 183 (2019)
Number of pages: 13 Posted: 06 Feb 2020
Accepted Paper Series
Sekolah Tinggi Ilmu Ekonomi Pancasetia and Department of Accounting, Sekolah Tinggi Ilmu Ekonomi Pancasetia
Downloads 2,750
44.

The Digital Services Tax: A Conceptual Defense

73(1) Tax Law Review 69-111 (2019)
Number of pages: 33 Posted: 07 Nov 2018 Last Revised: 16 Sep 2020
Accepted Paper Series
University of British Columbia (UBC), Faculty of Law
Downloads 2,719
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
Indeed, Massey University - Dept of Communication, Journalism & Marketing and Dartmouth College - Tuck School of Business
Downloads 2,718
46.

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
EGADE Business School, Tecnologico de Monterrey (ITESM) - Mexico City Campus
Downloads 2,716
47.

Factors Influencing Brand Loyalty in Professional Sports Fans

Global Journal of Business Research, Vol. 2, No. 1, pp. 69-84, 2008
Number of pages: 16 Posted: 18 Feb 2010
Accepted Paper Series
National Chin-Yi University of Technology and Diwan College of Management
Downloads 2,532
48.

The Rise of Big Data and the Loss of Privacy

in Personal Data in Competition, Consumer Protection and IP Law - Towards a Holistic Approach? (eds) Bakhoum, M., Gallego Conde, B., Mackenordt, M.-O. & Surblyte, G. Berlin Heidelberg, Springer, 2018, vol. 28, 153-189 , Durham Law School Research Paper (2016)
Number of pages: 37 Posted: 16 Jun 2016 Last Revised: 14 Oct 2018
Accepted Paper Series
Durham University - Law School
Downloads 2,526
49.

Online Shopping Behavior during COVID-19 Pandemic: An Indian Perspective

Number of pages: 24 Posted: 06 Jul 2021 Last Revised: 09 Jul 2021
Working Paper Series
Indian Institute of Information Technology Allahabad, Indian Institute of Information Technology (IIIT), Allahabad and ICFAI Business School (IBS), Hyderabad
Downloads 2,504