Can your advertising really buy earned impressions? : the effect of brand advertising on word of mouth
Mitchell J. Lovett, Renana Peres, Linli Xu
| Year of publication: |
2019
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| Authors: | Lovett, Mitchell J. ; Peres, Renana ; Xu, Linli |
| Published in: |
Quantitative marketing and economics : QME. - Dordrecht [u.a.] : Springer Science + Business Media, ISSN 1570-7156, ZDB-ID 2114104-6. - Vol. 17.2019, 3, p. 215-255
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| Subject: | Word of mouth | Advertising | Brands | Dynamic panel methods | Paid media | Earned media | Synthetic control methods | Virales Marketing | Viral marketing | Werbung | Werbewirkung | Advertising effects | Online-Marketing | Internet marketing | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand | Markenimage | Brand image |
| Description of contents: | Description [doi.org] |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1007/s11129-019-09211-9 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012098687