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Specialized advertising and price competition in vertically differentiated markets
Esteban, Lola; Hernández-García, José M. - In: SERIEs : Journal of the Spanish Economic Association 2 (2011) 2, pp. 255-282
simultaneous game of pricing and targeted advertising with two firms producing different levels of quality. We find that the … transition from uniform advertising to targeted advertising can turn a pure vertically differentiated market into a hybrid market … particular, we show that (1) compared to uniform advertising, targeting leads both firms to always charge higher prices, (2) the …
Persistent link: https://www.econbiz.de/10009355553
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Effect of celebrity endorsement in advertising activities by product type
Karasiewicz, Grzegorz; Kowalczuk, Martyna - In: International journal of management and economics 44 (2014), pp. 76-93
Persistent link: https://www.econbiz.de/10011417546
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Advertising functional foods : the effects of physical body size and appeal type on ad credibility and purchase intentions
Melbye, Elisabeth Lind; Hansen, Håvard; Onozaka, Yuko - In: Journal of international food & agribusiness marketing … 27 (2015) 2, pp. 142-154
Persistent link: https://www.econbiz.de/10011284440
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Contemporaneous and delayed sales impact of location-based mobile promotions
Fang, Zheng; Gu, Bin; Luo, Xueming; Xu, Yunjie - In: Information systems research : ISR 26 (2015) 3, pp. 552-564
Persistent link: https://www.econbiz.de/10011372835
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The effect of advertising and in-store promotions on the demand for chocolate
Patalinghug, Jason C. - In: International journal of economics and finance 7 (2015) 10, pp. 56-65
Persistent link: https://www.econbiz.de/10011376064
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Unintended effects of incentivizing consumers to recommend a favorite brand
Anghelcev, George - In: Journal of marketing communications 21 (2015) 3, pp. 210-223
Persistent link: https://www.econbiz.de/10011376491
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Disclosing the persuasive nature of advergames : moderation effects of mood on brand responses via persuasion knowledge
Reijmersdal, Eva A. van; Lammers, Nienke; Rozendaal, Esther - In: International journal of advertising : the quarterly … 34 (2015) 1, pp. 70-84
Persistent link: https://www.econbiz.de/10011298746
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Men and women watching and reading : gender and information processing opportunity effects in advertising
Papyrina, Veronika - In: Journal of marketing communications 21 (2015) 2, pp. 125-143
Persistent link: https://www.econbiz.de/10011302876
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Friend-zone with benefits : the parasocial advertising of Kim Kardashian
Lueck, Jennifer Anette - In: Journal of marketing communications 21 (2015) 2, pp. 91-109
Persistent link: https://www.econbiz.de/10011302878
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More isn't always better : exploring the influence of familiarity when using multiple celebrity endorsers
Thomas, Veronica L.; Fowler, Kendra - In: Journal of promotion management : JPM 21 (2015) 2, pp. 208-223
Persistent link: https://www.econbiz.de/10011305256