Celebrity endorsement research studies how the characteristics of firms and celebrities featured in promotional campaigns influence consumer attitudes and firm value. Before these campaigns are launched, firms and celebrities first negotiate at length to sign a celebrity endorsement contract....

Zur Relevanz des Aufbaus einer Marke Fußballprofi -- Begriffsdefinitionen und theoretische Grundlagen zur Marke Fußballer -- Konzeptualisierung eines Untersuchungsmodells zur Erklärung der Einstellungsbildung zum Fußballspieler -- Empirische Studie zur Überprüfung des Modells zur...

We measure the effectiveness of competitive advertising on brand search using alarge-scale, quasi-experimental ad allocation on Bing. Competitors are able to stealtraffic from the focal brand, and they steal an order of magnitude more clicks if the focalbrand's link is exogenously removed from...

The paper is based on information which is a combination of store advertisement and consumers' path inside the store along with product information. With this information, the authors find how advertisement affects the behavior of consumers when making the decision. The findings suggest that...

The paper is based on information which is a combination of store advertisement and consumers' path inside the store along with product information. With this information , the authors find how advertisement affects the behavior of consumers when making the decision. The findings suggest that...

The optimal control problem of determining advertising efforts for a seasonal good in a heterogeneous market is considered. We characterize optimal advertising exposures under different conditions: the general situation in which several wide-spectrum media are available, under the assumption of...

This paper provides a comprehensive study of the structure and dynamics of online advertising markets, mostly based on techniques from the emergent discipline of complex systems analysis. First, we look at how the display rank of a URL link influences its click frequency, for both sponsored...

Traditional advertising, such as TV and print advertising, primarily builds awareness of a firm's product among consumers. On the other hand, sponsored search advertising can target consumers in a later stage of the purchase process because they self-identify themselves by searching for a...

Media exposures can have effects that do not always lead to the immediate purchase of a brand. Some media are effective at initiating search and trial, while others are more effective at promoting purchase once search and trial have taken place. The idea of intermediate communication effects...