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Attribution strategies and return on keyword investment in paid service advertising

Li, Hongshuang; Kannan, P. K.; Viswanathan, Siva; Pani, … - In: Marketing science : the marketing journal of the … 35 (2016) 6, pp. 831-848

Persistent link: https://www.econbiz.de/10011617411

An analysis of the Olympic sponsorship effect on consumer brand choice in the carbonated soft drink market using household scanner data

Cho, Sungho; Lee, Minyong; Yoon, Taeyeon; Rhodes, Charles - In: International journal of sport finance 6 (2011) 4, pp. 335-353

Persistent link: https://www.econbiz.de/10009500276

Elucidating the role of consumer decision making style on consumers' purchase intention : the mediating role of emotional advertising using PLS-SEM

Garg, Priyanka; Raj, Rohit; Kumar, Vimal; Sumanjeet Singh; … - In: Journal of economy and technology 1 (2023), pp. 108-118

The whole purpose of the present research was to advance the comprehension of the mediating effect of emotional advertising on consumer decision-making style and purchase intention. A conceptual framework showing linkages among variables, based on past literature was made which is tested with...

Persistent link: https://www.econbiz.de/10014555506

Consumer heterogeneity and paid search effectiveness : a large-scale field experiment

Blake, Thomas; Nosko, Chris; Tadelis, Steve - In: Econometrica : journal of the Econometric Society, an … 83 (2015) 1, pp. 155-174

Persistent link: https://www.econbiz.de/10011337542

I've heard that brand before : the role of music recognition on consumer choice

Anglada-Tort, Manuel; Schofield, Kerry; Trahan, Tabitha; … - In: International journal of advertising : the review of … 41 (2022) 8, pp. 1567-1587

Persistent link: https://www.econbiz.de/10013484607

How to measure persuasion knowledge

Ham, Chang-Dae; Nelson, Michelle R.; Dasgupta, Susmita - In: International journal of advertising : the quarterly … 34 (2015) 1, pp. 17-53

Persistent link: https://www.econbiz.de/10011298748

Vulnerable odler consumers : new persuasion knowledge achievement measure

Balázs, Katalin; Bene, Ágnes; Hidegkuti, István - In: International journal of consumer studies 41 (2017) 6, pp. 706-713

Persistent link: https://www.econbiz.de/10011823471

Predicting advertising execution effectiveness : scale development and validation

Woodside, Arch G. - In: European journal of marketing : EJM 50 (2016) 1/2, pp. 306-311

Persistent link: https://www.econbiz.de/10011453377

A comparison of approaches to advertising measurement : evidence from big field experiments at Facebook

Gordon, Brett R.; Zettelmeyer, Florian; Bhargava, Neha; … - In: Marketing science : the marketing journal of the … 38 (2019) 2, pp. 193-225

Persistent link: https://www.econbiz.de/10012022536

Long-term brand equity measurement : status quo and challenges

Hein, Sebastian; Schlereth, Christian; … - In: Transfer : Zeitschrift für Kommunikation und … 65 (2019) 3, pp. 6-11

Persistent link: https://www.econbiz.de/10012110493

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