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Measuring the impact of product placement with brand-related social media conversations and website traffic
Fossen, Beth L.; Schweidel, David A. - In: Marketing science : the marketing journal of the … 38 (2019) 3, pp. 481-499
Persistent link: https://www.econbiz.de/10012038422
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Synergy or interference : the effect of product placement on commercial break audience decline
Schweidel, David A.; Foutz, Natasha Zhang; Tanner, Robin J. - In: Marketing science : the marketing journal of the … 33 (2014) 6, pp. 763-780
Persistent link: https://www.econbiz.de/10010468394
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Brand positioning based on brand image-country image fit
Klein, Kristina; Völckner, Franziska; Bruno, Hernan A.; … - In: Marketing science : the marketing journal of the … 38 (2019) 3, pp. 516-538
Persistent link: https://www.econbiz.de/10012038426
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The role of paid, earned, and owned media in building entertainment brands : reminding, informing, and enhancing enjoyment
Lovett, Mitchell J.; Staelin, Richard - In: Marketing science : the marketing journal of the … 35 (2016) 1, pp. 142-157
Persistent link: https://www.econbiz.de/10011437765
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Breaking free of a stereotype : should a domestic brand pretend to be a foreign one?
Zhang, Kaifu - In: Marketing science : the marketing journal of the … 34 (2015) 4, pp. 539-554
Persistent link: https://www.econbiz.de/10011313063
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Market structure across retail formats
Hansen, Karsten T.; Singh, Vishal - In: Marketing science : the marketing journal of the … 28 (2009) 4, pp. 656-673
Persistent link: https://www.econbiz.de/10003884999
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National brand's response to store brands : throw in the towel or fight back?
Nasser, Sherif; Turcic, Danko; Narasimhan, Chakravarthi - In: Marketing science : the marketing journal of the … 32 (2013) 4, pp. 591-608
Persistent link: https://www.econbiz.de/10009787934
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The company that you keep : when to buy a competitor's keyword
Desai, Preyas S.; Shin, Woochoel; Staelin, Richard - In: Marketing science : the marketing journal of the … 33 (2014) 4, pp. 485-508
Persistent link: https://www.econbiz.de/10010402545
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A data set of brands and their characteristics
Lovett, Mitchell; Peres, Renana; Shachar, Ron - In: Marketing science : the marketing journal of the … 33 (2014) 4, pp. 609-617
Persistent link: https://www.econbiz.de/10010403239
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Which brand purchasers are lost to counterfeiters? : an application of new data fusion approaches
Qian, Yi; Xie, Hui - In: Marketing science : the marketing journal of the … 33 (2014) 3, pp. 437-448
Persistent link: https://www.econbiz.de/10010370700