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Beyond verbal scales : measurement of emotions in advertising effectiveness research
Hupp, Oliver; Gröppel-Klein, Andrea; Dieckmann, Anja; … - In: Yearbook of marketing and consumer research 6 (2008), pp. 72-99
Persistent link: https://www.econbiz.de/10003812337
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Testing US advertising belief and attitude measures in France
Truong, Yann; McColl, Rod; Descubes, Irena - In: Journal of euromarketing 18 (2009) 1, pp. 35-46
Persistent link: https://www.econbiz.de/10003862185
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Messung der Effizienz der Markenkommunikation
Steffenhagen, Hartwig; Dahm, Axel; Nickel, Oliver - In: Markenkommunikation auf dem Prüfstand : [Markendialog, …, (pp. 81-138). 2003
Persistent link: https://www.econbiz.de/10003849454
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The importance of choosing one good item for single-item measures of attitude towards the ad and attitude towards the brand and its generalization to all measures
Rossiter, John R.; Bergkvist, Lars - In: Transfer, Werbeforschung & Praxis : Zeitschrift für … 55 (2009) 2, pp. 8-18
Persistent link: https://www.econbiz.de/10003854849
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The effect of advertising on brand awareness and perceived quality : an empirical investigation using panel data
Clark, C. Robert; Doraszelski, Ulrich; Draganska, Michaela - In: Quantitative marketing and economics : QME 7 (2009) 2, pp. 207-236
Persistent link: https://www.econbiz.de/10003885297
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Tailor-made single-item measures of doubly concrete constructs
Bergkvist, Lars; Rossiter, John R. - In: International journal of advertising : the quarterly … 28 (2009) 4, pp. 607-621
Persistent link: https://www.econbiz.de/10003887888
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An experimental study of the relationship between online engagement and advertising effectiveness
Calder, Bobby J.; Malthouse, Edward C.; Schaedel, Ute - In: Journal of interactive marketing : a quarterly … 23 (2009) 4, pp. 321-331
Persistent link: https://www.econbiz.de/10003893295
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Media revenue management with audience uncertainty
Araman, Victor; Popescu, Iona - 2008 - Rev. vers.
Persistent link: https://www.econbiz.de/10003910100
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Media revenue management with audience uncertainty : balancing upfront and spot market sales
Popescu, Ioana; Araman, Victor F. - 2009 - 3. rev. vers.
Persistent link: https://www.econbiz.de/10003912959
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Measuring the safety elasticity of advertising
Squalli, Jay - In: Applied economics letters 16 (2009) 16/18, pp. 1773-1776
Persistent link: https://www.econbiz.de/10003932414