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~isPartOf:"International journal of research in marketing : IJRM ; official journal of the European Marketing Academy"
~person:"Nguyen, Hang T."
~person:"Pauwels, Koen"
~subject:"Advertising"
~subject:"Brand management"
~subject:"Consumer behaviour"
~subject:"Innovation diffusion"
~subject:"Internet marketing"
~subject:"Lieferkette"
~subject:"SME"
~subject:"Viral marketing"
~type_genre:"Article in journal"
~type_genre:"Handbook"
~type_genre:"Konferenzbeitrag"
~type_genre:"Textbook"
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Advertising
Brand management
Consumer behaviour
Innovation diffusion
Internet marketing
Lieferkette
SME
Viral marketing
Konsumentenverhalten
7
Markenführung
6
Advertising effects
5
Online-Marketing
5
Werbewirkung
5
Brand
4
Brand image
4
Markenartikel
4
Markenimage
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Marketing management
3
Marketingmanagement
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Werbung
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2
Brand strategy
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Social Web
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2
Social web
2
Time series analysis
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Virales Marketing
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AIDA model
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Attitude sales conversion
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Attribution
1
Bayesian vector autoregression
1
Brand attitudes
1
Brand equity
1
Brand extension
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Brand identity
1
Brand love
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Brand versus advertising content
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Nguyen, Hang T.
Pauwels, Koen
Gijsbrechts, Els
9
Verhoef, Peter C.
9
Warlop, Luk
9
Bijmolt, Tammo H. A.
7
Skiera, Bernd
7
Clement, Michel
6
Muller, Eitan
5
Neslin, Scott A.
5
Sattler, Henrik
5
Dekimpe, Marnik G.
4
Lilien, Gary L.
4
Natter, Martin
4
Srinivasan, Shuba
4
Stremersch, Stefan
4
Abou Nabout, Nadia
3
Chan, Eugene Y.
3
Deleersnyder, Barbara
3
Dewitte, Siegfried
3
Gedenk, Karen
3
Geuens, Maggie
3
Gijsenberg, Maarten J.
3
Grinstein, Amir
3
Haan, Evert de
3
Hennig-Thurau, Thorsten
3
Himme, Alexander
3
Homburg, Christian
3
Horen, Femke van
3
Kamakura, Wagner A.
3
Keh, Hean Tat
3
Leeflang, Peter
3
Lehmann, Donald R.
3
Mahajan, Vijay
3
Marchand, André
3
Melnyk, Valentyna
3
Mittal, Vikas
3
Prasad, Ashutosh
3
Puntoni, Stefano
3
Schnittka, Oliver
3
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International journal of research in marketing : IJRM ; official journal of the European Marketing Academy
Journal of interactive marketing : a quarterly publication from the Direct Marketing Educational Foundation
6
MSI reports : working paper series
5
Journal of marketing research : JMR
4
Journal of marketing
3
Journal of retailing
2
Administrative Sciences : open access journal
1
Advances in National Brand and Private Label Marketing : Ninth International Conference, 2022
1
GfK marketing intelligence review : Marketingforschung für die Praxis
1
International journal of market research
1
Journal of advertising research
1
Journal of business research : JBR
1
Journal of marketing analytics : JMA
1
Journal of the Academy of Marketing Science
1
Marketing science : the marketing journal of the Institute for Operations Research and the Management Sciences
1
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ECONIS (ZBW)
10
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1
Advertising's sequence of effects on consumer mindset and sales : a comparison across brands and product categories
Valenti, Albert
;
Yildirim, Gokhan
;
Vanhuele, Marc
; …
- In:
International journal of research in marketing : IJRM ; …
40
(
2023
)
2
,
pp. 435-454
Persistent link: https://www.econbiz.de/10014316631
Saved in:
2
Antecedents and financial impacts of building brand love
Nguyen, Hang T.
;
Feng, Hui
- In:
International journal of research in marketing : IJRM ; …
38
(
2021
)
3
,
pp. 572-592
Persistent link: https://www.econbiz.de/10012939485
Saved in:
3
The asymmetric effect of warranty payments on firm value : the moderating role of advertising, R&D, and industry concentration
Kurt, Didem
;
Pauwels, Koen
;
Kurt, Ahmet C.
;
Srinivasan, …
- In:
International journal of research in marketing : IJRM ; …
38
(
2021
)
4
,
pp. 817-837
Persistent link: https://www.econbiz.de/10013191771
Saved in:
4
Making new products go viral and succeed
Nguyen, Hang T.
;
Chaudhuri, Malika
- In:
International journal of research in marketing : IJRM ; …
36
(
2019
)
1
,
pp. 39-62
Persistent link: https://www.econbiz.de/10012016490
Saved in:
5
Brand portfolio coherence : scale development and empirical demonstration
Nguyen, Hang T.
;
Zhang, Yufei
;
Calantone, Roger J.
- In:
International journal of research in marketing : IJRM ; …
35
(
2018
)
1
,
pp. 60-80
Persistent link: https://www.econbiz.de/10011816963
Saved in:
6
Do display ads influence search? Attribution and dynamics in online advertising
Kireyev, Pavel
;
Pauwels, Koen
;
Gupta, Sunil
- In:
International journal of research in marketing : IJRM ; …
33
(
2016
)
3
,
pp. 475-490
Persistent link: https://www.econbiz.de/10011596853
Saved in:
7
The effectiveness of different forms of online advertising for purchase conversion in a multiple-channel attribution framework
Haan, Evert de
;
Wiesel, Thorsten
;
Pauwels, Koen
- In:
International journal of research in marketing : IJRM ; …
33
(
2016
)
3
,
pp. 491-507
Persistent link: https://www.econbiz.de/10011596856
Saved in:
8
The impact of brand familiarity on online and offline media synergy
Pauwels, Koen
;
Demirci, Ceren
;
Yildirim, Gokhan
; …
- In:
International journal of research in marketing : IJRM ; …
33
(
2016
)
4
,
pp. 739-753
Persistent link: https://www.econbiz.de/10011634048
Saved in:
9
Like the ad or the brand? Marketing stimulates different electronic word-of-mouth content to drive online and offline performance
Pauwels, Koen
;
Aksehirli, Zeynep
;
Lackman, Andrew
- In:
International journal of research in marketing : IJRM ; …
33
(
2016
)
3
,
pp. 639-655
Persistent link: https://www.econbiz.de/10011597014
Saved in:
10
Winning hearts, minds and sales : how marketing communication enters the purchase process in emerging and mature markets
Pauwels, Koen
;
Erguncu, Selin
;
Yildirim, Gokhan
- In:
International journal of research in marketing : IJRM ; …
30
(
2013
)
1
,
pp. 57-68
Persistent link: https://www.econbiz.de/10009732715
Saved in:
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