Advertising's sequence of effects on consumer mindset and sales : a comparison across brands and product categories
Albert Valenti, Gokhan Yildirim, Marc Vanhuele, Shuba Srinivasan, Koen Pauwels
| Year of publication: |
2023
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|---|---|
| Authors: | Valenti, Albert ; Yildirim, Gokhan ; Vanhuele, Marc ; Srinivasan, Shuba ; Pauwels, Koen |
| Published in: |
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy. - Amsterdam : Elsevier, ISSN 0167-8116, ZDB-ID 622691-7. - Vol. 40.2023, 2, p. 435-454
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| Subject: | Advertising | Sales response | Mindset metrics | AIDA model | Hierarchy-of-effects | Time-series econometrics | Werbung | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Markenartikel | Brand | Verkaufsförderung | Sales promotion |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.ijresmar.2022.12.002 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014316631