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Can your advertising really buy earned impressions? : the effect of brand advertising on word of mouth

Lovett, Mitchell J.; Peres, Renana; Xu, Linli - In: Quantitative marketing and economics : QME 17 (2019) 3, pp. 215-255

Persistent link: https://www.econbiz.de/10012098687

On brands and word of mouth

Lovett, Mitchell J.; Peres, Renana; Shachar, Ron - In: Journal of marketing research : JMR 50 (2013) 4, pp. 427-444

Persistent link: https://www.econbiz.de/10009786188

On Brands and Word-of-Mouth

Peres, Renana - 2020

emotional. Through these motives and needs we identify a set of brand characteristics (e.g. level of differentiation) that play … that (i) brand characteristics play an important role in generating WOM, and (ii) that the impact of the characteristics … differs between offline conversations and online brand mentions. We also find that while the social and functional drivers are …

Persistent link: https://www.econbiz.de/10012857363

On brands and word of mouth

Peres, Renana; Shachar, Ron; Lovett, Mitchell J. - In: MSI reports : working paper series (2011) 3, pp. 39-93

Persistent link: https://www.econbiz.de/10009531737

Private Labels and Retailer Profitability : Bilateral Bargaining in the Grocery Channel

Ellickson, Paul B. - 2018

We examine the role of store branded "private label" products in determining bargaining outcomes between retailers and manufacturers in the single-serve brew-at-home coffee category. Exploiting a novel setting in which the dominant, single-serve technology was protected by a patent that...

Persistent link: https://www.econbiz.de/10012932665

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

Product launches with new attributes : a hybrid conjoint-consumer panel technique for estimating demand

Ellickson, Paul B.; Lovett, Mitchell J.; Ranjan, Bhoomija - In: Journal of marketing research 56 (2019) 5, pp. 709-731

Persistent link: https://www.econbiz.de/10012177632

Optimal admission and scholarship decisions : choosing customized marketing offers to attract a desirable mix of customers

Belloni, Alexandre; Lovett, Mitchell J.; Boulding, William - In: Marketing science : the marketing journal of the … 31 (2012) 4, pp. 621-636

Persistent link: https://www.econbiz.de/10009614325

Choosing customized marketing offers to attract a desirable mix of customers

Belloni, Alexandre; Lovett, Mitchell J.; Boulding, William - 2010

This paper studies the marketing problem of a firm trying to obtain an attractive mix of customers by making customized offers. The firm values the average features of the acquired set of customers, makes decisions with uncertainty about whether and which customers will accept offers, is risk...

Persistent link: https://www.econbiz.de/10009296053