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The Strata model predicting advertising effectiveness : a neural-network approach enhances predictability of consumer decision making
Reynolds, Thomas J.; Phillips, Joan M. - In: Journal of advertising research 59 (2019) 3, pp. 268-280
Persistent link: https://www.econbiz.de/10012118859
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In Search of True Brand Equity Metrics: All Market Share Ain't Created Equal
Reynolds, Thomas J.; Phillips, Carol B. - In: Journal of advertising research 45 (2005) 2, pp. 171-186
Persistent link: https://www.econbiz.de/10006499593
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Consumer Understanding and Advertising Strategy: Analysis and Strategic Translation of Laddering Data
Gengler, Charles E.; Reynolds, Thomas J. - In: Journal of advertising research 35 (1995) 4, pp. 19-34
Persistent link: https://www.econbiz.de/10006532645
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Applying Laddering Data to Communications Strategy and Advertising Practice
Reynolds, Thomas J.; Whitlark, David B. - In: Journal of advertising research 35 (1995) 4, pp. 9-18
Persistent link: https://www.econbiz.de/10006532646
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Methodological and Strategy Development Implications of Decision Segmentation - Means-end decision segmentation offers the marketer a more focused approach to strategy development...
Reynolds, Thomas J. - In: Journal of advertising research 46 (2006) 4, pp. 445-461
Persistent link: https://www.econbiz.de/10007600586