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Metrics that matter : identifying the importance of consumer wants and needs
Lautman, Martin R.; Pauwels, Koen - In: Journal of advertising research 49 (2009) 3, pp. 339-359
Persistent link: https://www.econbiz.de/10003900855
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Perils of using OLS to estimate multimedia communications effects
Naik, Prasad A.; Schultz, Don E.; Srinivasan, Shuba - In: Journal of advertising research 47 (2007) 3, pp. 257-269
Persistent link: https://www.econbiz.de/10003610521
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Perils of Using OLS to Estimate Multimedia Communications Effects
Naik, Prasad A.; Schultz, Don E.; Srinivasan, Shuba - In: Journal of advertising research 47 (2007) 3, pp. 257-269
Persistent link: https://www.econbiz.de/10007874356
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The impact of advertising on a company’s stock price : conditions for positive, neutral, negative, and reverse effects
Srinivasan, Shuba; Hanssens, Dominique M. - In: Journal of advertising research 64 (2024) 2, pp. 120-134
Persistent link: https://www.econbiz.de/10014576982
Cover Image
Metrics That Matter: Identifying the Importance of Consumer Wants and Needs
Lautman, Martin R.; Pauwels, Koen - In: Journal of advertising research 49 (2009) 3, pp. 339-359
Persistent link: https://www.econbiz.de/10008324221