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Advertising effectiveness : the moderating effect of firm strategy
McAlister, Leigh; Srinivasan, Raji; Jindal, Niket; … - In: Journal of marketing research : JMR 53 (2016) 2, pp. 207-224
Persistent link: https://www.econbiz.de/10011485280
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Is top 10 better than top 9? : the role of expectations in consumer response to imprecise rank claims
Isaac, Mathew S.; Brough, Aaron R.; Grayson, Kent - In: Journal of marketing research : JMR 53 (2016) 3, pp. 338-353
Persistent link: https://www.econbiz.de/10011502922
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Advertising spillovers : evidence from online field experiments and implications for returns on advertising
Sahni, Navdeep S. - In: Journal of marketing research : JMR 53 (2016) 4, pp. 459-478
Persistent link: https://www.econbiz.de/10011537683
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The effects of shared consumption on product life cycles and advertising effectiveness : the case of the motion picture market
Delre, Sebastiano A.; Broekhuizen, Thijs L. J.; … - In: Journal of marketing research : JMR 53 (2016) 4, pp. 608-627
Persistent link: https://www.econbiz.de/10011537822
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Riding the waves : revealing the impact of intrayear category demand cycles on advertising and pricing effectiveness
Gijsenberg, Maarten J. - In: Journal of marketing research : JMR 54 (2017) 2, pp. 171-186
Persistent link: https://www.econbiz.de/10011697337
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Sounds big : the effects of acoustic pitch on product perceptions
Lowe, Michael L.; Haws, Kelly L. - In: Journal of marketing research : JMR 54 (2017) 2, pp. 331-346
Persistent link: https://www.econbiz.de/10011697391
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TV channel search and commercial breaks
Yao, Song; Wang, Wenbo; Chen, Yuxin - In: Journal of marketing research : JMR 54 (2017) 5, pp. 671-686
Persistent link: https://www.econbiz.de/10011762818
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A meta-analysis of marketing communication carryover effects
Köhler, Christine; Mantrala, Murali K.; Albers, Sönke; … - In: Journal of marketing research : JMR 54 (2017) 6, pp. 990-1008
Persistent link: https://www.econbiz.de/10011785010
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Firms' strategic leverage of unplanned exposure and planned advertising : an analysis in the context of celebrity endorsements
Derdenger, Timothy P.; Li, Hui; Srinivasan, Kannan - In: Journal of marketing research : JMR 55 (2018) 1, pp. 14-34
Persistent link: https://www.econbiz.de/10011819635
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In God's hands : how reminders of god dampen the effectiveness of fear appeals
Wu, Eugenia C.; Cutright, Keisha M. - In: Journal of marketing research : JMR 55 (2018) 1, pp. 119-131
Persistent link: https://www.econbiz.de/10011819670