Advertising often aims at creating and reinforcing brand differentiation, which should translate into reduced price … competition. Currently unknown are the boundary conditions for long-term advertising benefits, the route through which advertising … effects materialize, and the role of competitive advertising in the category. The authors develop a Hierarchical Dynamic …

Yahoo! Research partnered with a nationwide retailer to study the effects of online display advertising on both online …

Given that consumers value quality, and such advertising content informs consumers' beliefs about quality, it is not … surprising that high quality brands emphasize quality in their advertising content. What is less obvious is whether firms with … lower quality brands should also follow suit and emphasize quality in their advertising to signal a higher quality. We …

Channel coordination in search advertising is an important but complicated managerial decision for both manufacturers … and retailers. Due to the highly concentrated market of search advertising, a manufacturer's and its retailers' ads can … fixed percentage of each retailer's advertising cost, while at the same time competes with its retailers and outside …

stay in business. Nowadays, both product and corporate branding are important and given the increase in online advertising …, additional research to better understand advertising avoidance is needed. Most advertising avoidance studies to date measure … either task attention or attention to advertising. This paper contributes to a more holistic view of attention by examining …

effect is determined, and one standard deviation in advertising has an impact on store traffic by 1.2%. But the impact at a …

The advertising efforts in social networks grow every year. Since their appearance in the late 1990s Social Network Web … possibilities of advertising in each of these groups as well as the disadvantages of using the sites of the particular group for the … advertising purposes …

industry to produce environmental friendly products rather than environmental harmful products. In advertising itself, there …

of resource demand) that are otherwise unaccounted for. Further, the model subsumes previous research on advertising … appeals expands the scope of advertising rhetoric research into the unexplored emotional component of rhetorical works. This …

This study identifies the predictors of Indian consumers’ attitude-toward-advertising-in-general, using an inventory of … related to and predicting the attitude-toward-advertising-in-general (Ag) have been studied. The study finds no significant … relation between attitude-toward-advertising-in-general (Ag) and demographics of the respondents; whereas attitude-toward-advertising …