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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

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

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 - 2013

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

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 advertising in the category. The authors develop a Hierarchical Dynamic …

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

From Representation to Reception : Evaluating the Impact of Diversity in TV Advertising on Consumer Purchase Intention

Overgoor, Gijs; Yildirim, Gokhan; Bart, Yakov; Pauwels, Koen - 2023

While most managers today acknowledge the importance of featuring diverse racial identities in their marketing communications, empirical research that shows how improving such representation may affect consumer behavior is lacking. To fill this gap, we use face recognition and race...

Persistent link: https://www.econbiz.de/10014344361

Advertising's sequence of effects on consumer mindset and sales : a comparison across brands and product categories

Valenti, Albert; Yildirim, Gokhan; Vanhuele, Marc; … - In: International journal of research in marketing : IJRM ; … 40 (2023) 2, pp. 435-454

Persistent link: https://www.econbiz.de/10014316631