Similar Search Results

To be or not to be consistent in brand logo changes?

Czellar, Sandor; Kocher, Bruno - HEC Paris (École des Hautes Études Commerciales) - 2007

This paper is an investigation into whether and under which conditions consistency between brand name and logo may positively influence consumer attitudes toward brands through three studies.

Persistent link: https://www.econbiz.de/10005021589

Repeat exposure effects of internet advertising

LEE, Janghyuk; BRILEY, Donnel A. - HEC Paris (École des Hautes Études Commerciales) - 2005

In this paper, we explain the repeat exposure effect of Internet advertising. By using a field data set of 34 … advertising campaigns, we analyze functional forms of the repeat exposure effect of Internet advertising. Among four ad …

Persistent link: https://www.econbiz.de/10005011533

Internet media planning : an optimization model

LEE, Janghyuk; KERBACHE, Laoucine - HEC Paris (École des Hautes Études Commerciales) - 2004

Of the various media vehicles available for advertising, the internet is the latest and the most rapidly growing … internet advertising. Using available data such as internet page view and advertising performance data, the model contributes … to attempts not only to optimize the internet advertising schedule but also to fix the right price for internet …

Persistent link: https://www.econbiz.de/10005011587

Consumers' immediate memory for prices

VANHUELE, Marc; LAURENT, Gilles; DREZE, Xavier - HEC Paris (École des Hautes Études Commerciales) - 2005

In this article, the authors examine the cognitive mechanics involved in keeping prices in short-terme memory for subsequent recall. Consumers code and store prices verbally, visually, and in terms of their magnitude. The encoding used influences immediate recall performance. The memorability of...

Persistent link: https://www.econbiz.de/10005011662

The Economics of Aesthetics and Three Centuries of Art Price Records

Spaenjers, Christophe; Goetzmann, William - HEC Paris (École des Hautes Études Commerciales) - 2014

Aggregate art price patterns mask a lot of underlying variation — both in the time series and in the cross-section. The authors argue that, to increase our understanding of the market for aesthetics, it is helpful to take a micro perspective on the formation of art prices, and acknowledge that...

Persistent link: https://www.econbiz.de/10011147694

Should you set up your own Sales Force or should you outsource it? Pitfalls in the standard analysis

DALSACE, Frédéric; ROSS Jr., William T.; ANDERSON, Erin - HEC Paris (École des Hautes Études Commerciales) - 2003

Should you set up your own sales force or should you outsouce it? The standard analysis uses a cost basis to answer this question. It assumes that the direct sales force is largely a fixed cost and that the outsourced sales force is largely a cost that varies with sales. It then calculates the...

Persistent link: https://www.econbiz.de/10005021591

Is marketing becoming a dirty word? A longitudinal study of public perceptions of marketing

Dalsace, Frédéric; Markovitch, Dmitri - HEC Paris (École des Hautes Études Commerciales) - 2009

There is growing sentiment in the marketing community that our society holds an increasingly unfavorable view of the marketing profession. However, this sentiment is largely based on anecdotal and experiential evidence. In response, the authors use content analysis of the general press to...

Persistent link: https://www.econbiz.de/10008518882

The Effect of Expertise on the Relation between Implicit and Explicit Attitude Measures:An formation Availability/Accessibility Perspective

Czellar, Sandor; Luna, David - HEC Paris (École des Hautes Études Commerciales) - 2007

In this paper, three experiments investigate the role of expertise as a moderator of the relationship between implicit and explicit measures of attitudes

Persistent link: https://www.econbiz.de/10005011503

A benefit congruency framework of sales promotion effectiveness

LAURENT, Gilles; CHANDON, Pierre; WANSINK, Brian - HEC Paris (École des Hautes Études Commerciales) - 2000

Are monetary savings the only explanation for consumer response to a sales promotion ? If not, how do the different consumer benefits of a sales promotion influence its effectiveness ? To address the first question, this research builds a framework of the multiple consumer benefits of a sales...

Persistent link: https://www.econbiz.de/10005011538

Dynamic modeling of web purchase behavior and e-mailing impact by Petri net

BALAGUE, Christine; LEE, Janghyuk - HEC Paris (École des Hautes Études Commerciales) - 2004

In this article, the authors introduce Petri nets to model the dynamics of web site visits and purchase behaviors in the case of wish list systems. They describe web site activities and their transition with probability distributions and model the sequential impact of influential factors through...

Persistent link: https://www.econbiz.de/10005011594