Advertising effectiveness for multiple retailer-brands in a multimedia and multichannel environment
Year of publication: |
2020
|
---|---|
Authors: | Danaher, Peter J. ; Danaher, Tracey S. ; Smith, Michael S. ; Loiza-Maya, Ruben |
Published in: |
Journal of marketing research. - Thousand Oaks, CA : Sage Publishing, ISSN 1547-7193, ZDB-ID 2066604-4. - Vol. 57.2020, 3, p. 445-467
|
Subject: | ad elasticity | advertising effectiveness | brand portfolio | machine learning | multimedia | omnichannel shopping | variational Bayes | Multimedia | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Werbung | Advertising | Online-Marketing | Internet marketing |
-
Comparing direct and indirect branding in advertising
Hartnett, Nicole, (2016)
-
Credibility of a peer endorser and advertising effectiveness
Munnukka, Juha, (2016)
-
The amplifying effect of branded queries on advertising in multi-channel retailing
Méndez Suárez, Mariano, (2020)
- More ...
-
Where, when, and how long : factors that influence the redemption of mobile phone coupons
Danaher, Peter J., (2015)
-
Fast and accurate variational inference for models with many latent variables
Loiza-Maya, Ruben, (2022)
-
Does the reward match the effort for loyalty program members?
Danaher, Peter J., (2016)
- More ...