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Predicting advertising success beyond traditional measures : new insights from neurophysiological methods and market response modeling
Venkatraman, Vinod; Dimoka, Angelika; Pavlou, Paul A.; … - In: Journal of marketing research : JMR 52 (2015) 4, pp. 436-452
Persistent link: https://www.econbiz.de/10011337515
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Employee-based brand equity : why firms with strong brands pay their executives less
Tavassoli, Nader T.; Sorescu, Alina; Chandy, Rajesh K. - In: Journal of marketing research : JMR 51 (2014) 6, pp. 676-690
Persistent link: https://www.econbiz.de/10010471032
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Return on service amenities
Hamilton, Rebecca W.; Rust, Roland T.; Wedel, Michel; … - In: Journal of marketing research : JMR 54 (2017) 1, pp. 96-110
Persistent link: https://www.econbiz.de/10011650436
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Assessing the total financial performance impact of brand equity with limited time-series data
Mizik, Natalie - In: Journal of marketing research : JMR 51 (2014) 6, pp. 691-706
Persistent link: https://www.econbiz.de/10010471026
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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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Banning controversial sponsors : understanding equilibrium outcomes when sports sponsorships are viewed as two-sided matches
Yang, Yupin; Goldfarb, Avi - In: Journal of marketing research : JMR 52 (2015) 5, pp. 593-615
Persistent link: https://www.econbiz.de/10011349903
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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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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