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Seeding as part of the marketing mix : word-of-mouth program interactions for fast-moving consumer goods

Dost, Florian; Phieler, Ulrike; Haenlein, Michael; … - In: Journal of marketing 83 (2019) 2, pp. 62-81

Persistent link: https://www.econbiz.de/10012175889

An analytical framework for retailer price and advertising decisions for products with temperature-sensitive demand

Chenavaz, Régis; Escobar, Octavio; Rousset, Xavier - In: Applied economics 51 (2019) 52, pp. 5683-5693

Persistent link: https://www.econbiz.de/10012197268

Product placement as leveraged marketing communications : the role of wishful identification, brand trust, and brand buying behaviours

Shoenberger, Heather; Kim, Eunjin - In: International journal of advertising : the review of … 38 (2019) 1, pp. 50-66

Persistent link: https://www.econbiz.de/10012200200

Testing the influence of message framing, donation magnitude, and product category in a cause-related marketing context

Kureshi, Sonal; Thomas, Sujo - In: Journal of marketing communications 26 (2020) 3, pp. 268-289

Persistent link: https://www.econbiz.de/10012203476

A meta-analysis of marketing communication carryover effects

Köhler, Christine; Mantrala, Murali K.; Albers, Sönke; … - In: Journal of marketing research : JMR 54 (2017) 6, pp. 990-1008

Persistent link: https://www.econbiz.de/10011785010

Integrating social media within an integrated marketing communication decision-making framework

Valos, Michael J.; Maplestone, Vanya Louise; Polonsky, … - In: Journal of marketing management : MM 33 (2017) 17/18, pp. 1522-1558

Persistent link: https://www.econbiz.de/10011854313

Behavior-based advertising

Shen, Qiaowei; Villas-Boas, J. Miguel - In: Management science : journal of the Institute for … 64 (2018) 5, pp. 2047-2064

Persistent link: https://www.econbiz.de/10011873951

Advertising message strategy analysis for award-winning digital ads

Yfantidou, Ioanna; Riskos, Kyriakos; Tsourvakas, George - In: International journal of technology marketing : IJTMkt 12 (2017) 4, pp. 340-355

Persistent link: https://www.econbiz.de/10011862031

How consumers' media usage creates synergy in advertising campaigns

Dens, Nathalie; Pelsmacker, Patrick de; Goos, Peter; … - In: International journal of market research : JMRS ; the … 60 (2018) 3, pp. 268-287

Persistent link: https://www.econbiz.de/10011887351

Advertising strategy in the presence of reviews : an empirical analysis

Hollenbeck, Brett; Moorthy, Sridhar; Proserpio, Davide - 2017

We study the relationship between online reviews and advertising spending in the hotel industry. Combining a dataset of … TripAdvisor reviews with other datasets describing these hotels' advertising expenditures, we show, first, that online ratings … advertising than hotels with lower ratings. This suggests that hotels treat TripAdvisor ratings and advertising spending as …

Persistent link: https://www.econbiz.de/10011897809