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Do mobile banner ads increase sales? : yes, in the offline channel
Osinga, Ernst C.; Zevenbergen, Menno; Zuijlen, Mark W. … - In: International journal of research in marketing : IJRM ; … 36 (2019) 3, pp. 439-453
Persistent link: https://www.econbiz.de/10012134264
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Advertising spending patterns and competitor impact
Gijsenberg, Maarten J.; Nijs, Vincent R. - In: International journal of research in marketing : IJRM ; … 36 (2019) 2, pp. 232-250
Persistent link: https://www.econbiz.de/10012063325
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Ad wearout wearout : how time can reverse the negative effect of frequent advertising repetition on brand preference
Kronrod, Ann; Huber, Joel - In: International journal of research in marketing : IJRM ; … 36 (2019) 2, pp. 306-324
Persistent link: https://www.econbiz.de/10012063330
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Billboard and cinema advertising : missed opportunity or spoiled arms?
Frison, Steffi; Dekimpe, Marnik G.; Croux, Christophe; … - In: International journal of research in marketing : IJRM ; … 31 (2014) 4, pp. 425-433
Persistent link: https://www.econbiz.de/10011280164
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Do ads that tell a story always perform better? : the role of character identification and character type in storytelling ads
Dessart, Laurence - In: International journal of research in marketing : IJRM ; … 35 (2018) 2, pp. 289-304
Persistent link: https://www.econbiz.de/10011882558
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Should sequels differ from original movies in pre-launch advertising schedule? : lessons from consumers' online search activity
Kim, Ho; Bruce, Norris I. - In: International journal of research in marketing : IJRM ; … 35 (2018) 1, pp. 116-143
Persistent link: https://www.econbiz.de/10011816979
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Advertising non-premium products as if they were premium : the impact of advertising up on advertising elasticity and brand equity
Guitart, Ivan A.; González, Jorge; Stremersch, Stefan - In: International journal of research in marketing : IJRM ; … 35 (2018) 3, pp. 471-489
Persistent link: https://www.econbiz.de/10011943264
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Generalizations on the effectiveness of pharmaceutical promotional expenditures
Kremer, Sara T. M.; Bijmolt, Tammo H. A.; Leeflang, Peter; … - In: International journal of research in marketing : IJRM ; … 25 (2008) 4, pp. 234-246
Persistent link: https://www.econbiz.de/10003793491
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The influence of ad-evoked feelings on brand evaluations : empirical generalizations from consumer responses to more than 1000 TV commercials
Pham, Michel T.; Geuens, Maggie; Pelsmacker, Patrick de - In: International journal of research in marketing : IJRM ; … 30 (2013) 4, pp. 383-394
Persistent link: https://www.econbiz.de/10010223386
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Going for gold : investigating the (non)sense of increasing advertising around major sports events
Gijsenberg, Maarten J. - In: International journal of research in marketing : IJRM ; … 31 (2014) 1, pp. 2-15
Persistent link: https://www.econbiz.de/10010370725