Similar Search Results

Paths to and off purchase : quantifying the impact of traditional marketing and online consumer activity

Srinivasan, Shuba; Rutz, Oliver J.; Pauwels, Koen - In: Journal of the Academy of Marketing Science 44 (2016) 4, pp. 440-453

Persistent link: https://www.econbiz.de/10011563220

Do display ads influence search? : attribution and dynamics in online advertising

Kireyev, Pavel; Pauwels, Koen; Gupta, Sunil - 2013

Persistent link: https://www.econbiz.de/10009712377

How online consumer segments differ in long-term marketing effectiveness

Reimer, Kerstin; Rutz, Oliver J.; Pauwels, Koen - In: Journal of interactive marketing : a quarterly … 28 (2014) 4, pp. 271-284

Persistent link: https://www.econbiz.de/10010470964

Sponsored brands video rings up clicks and sales in the short and long run

Pauwels, Koen; Peran, Michael; Shah, Zee; Schnaidt, German - In: Journal of marketing analytics : JMA 11 (2023) 3, pp. 275-286

Persistent link: https://www.econbiz.de/10014374827

Do display ads influence search? Attribution and dynamics in online advertising

Kireyev, Pavel; Pauwels, Koen; Gupta, Sunil - In: International journal of research in marketing : IJRM ; … 33 (2016) 3, pp. 475-490

Persistent link: https://www.econbiz.de/10011596853

The effectiveness of different forms of online advertising for purchase conversion in a multiple-channel attribution framework

Haan, Evert de; Wiesel, Thorsten; Pauwels, Koen - In: International journal of research in marketing : IJRM ; … 33 (2016) 3, pp. 491-507

Persistent link: https://www.econbiz.de/10011596856

Like the ad or the brand? Marketing stimulates different electronic word-of-mouth content to drive online and offline performance

Pauwels, Koen; Aksehirli, Zeynep; Lackman, Andrew - In: International journal of research in marketing : IJRM ; … 33 (2016) 3, pp. 639-655

Persistent link: https://www.econbiz.de/10011597014

Advertising's long-term impact on brand price elasticity across brands and categories

Ataman, M. Berk; Pauwels, Koen; Srinivasan, Shuba; … - 2016

Advertising often aims at creating and reinforcing brand differentiation, which should translate into reduced price competition. Currently unknown are the boundary conditions for long-term advertising benefits, the route through which advertising effects materialize, and the role of competitive...

Persistent link: https://www.econbiz.de/10011614521

Do promotions benefit manufacturers, retailers, or both?

Srinivasan, Shuba; Pauwels, Koen; Hanssens, Dominique M.; … - 2001

Persistent link: https://www.econbiz.de/10001655363

Do promotions benefit manufacturers, retailers or both?

Srinivasan, Shuba; Pauwels, Koen; Hanssens, Dominique M.; … - 2001 - [Elektronische Ressource]

Persistent link: https://www.econbiz.de/10001658533