Advertising's sequence of effects on consumer mindset and sales : a comparison across brands and product categories
Year of publication: |
2023
|
---|---|
Authors: | Valenti, Albert ; Yildirim, Gokhan ; Vanhuele, Marc ; Srinivasan, Shuba ; Pauwels, Koen |
Published in: |
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy. - Amsterdam : Elsevier, ISSN 0167-8116, ZDB-ID 622691-7. - Vol. 40.2023, 2, p. 435-454
|
Subject: | Advertising | Sales response | Mindset metrics | AIDA model | Hierarchy-of-effects | Time-series econometrics | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Werbung | Markenartikel | Brand | Markenführung | Brand management | Markenimage | Brand image |
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