This study aims to deepen the understanding of evaluating TV ad spots by their immediate effects on important online activities. The authors merged minute-by-minute brand search and price search data with spot-level TV advertisement data for the three leading pickup truck brands in the U.S. over...

The quantification of brand correlation is an important task in marketing research to understand the similarity of sales performance between multiple brands of similar products. We propose a statistical model for studying the sales performance of a single brand in multiple geographic locations...

The global economic crisis of 2008 was a phenomenon that had a huge impact on the economy of many large and smaller countries, such as Greece. The significant gradual deterioration of the Greek economy and the deep economic recession that took place in the last years negatively influenced the...