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The competitive implications of relevant-set response analysis
Hauser, John R. - In: Journal of marketing research : JMR 26 (1989) 4, pp. 391-405
Persistent link: https://www.econbiz.de/10001075766
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The relationship between advertising and product quality over the product life cycle : a contingency theory
Tellis, Gerard J. - In: Journal of marketing research : JMR 25 (1988) 1, pp. 64-71
Persistent link: https://www.econbiz.de/10001044060
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The role of attitude toward the ad as a mediator of advertising effectiveness : a test of competing explanations
MacKenzie, Scott B. - In: Journal of marketing research : JMR 23 (1986) 2, pp. 130-143
Persistent link: https://www.econbiz.de/10001011978
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Attitude toward the ad : an assessment of diverse measurement indices under different processing "sets"
Madden, Thomas Justin - In: Journal of marketing research : JMR 25 (1988) 3, pp. 242-252
Persistent link: https://www.econbiz.de/10001054428
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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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When sex and romance conflict : the effect of sexual imagery in advertising on preference for romantically linked products and services
Ma, Jingjing; Gal, David - In: Journal of marketing research : JMR 53 (2016) 4, pp. 479-496
Persistent link: https://www.econbiz.de/10011537709
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Thin slice impressions : how advertising evaluation depends on exposure duration
Chakravarty, Anindita; Grewal, Rajdeep - In: Journal of marketing research : JMR 53 (2016) 4, pp. 580-596
Persistent link: https://www.econbiz.de/10011537817
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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