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person:"Kaiser, Harry M."
~person:"Brunner, Christian Boris"
~person:"Pauwels, Koen"
~subject:"Markenartikel"
~subject:"Online-Marketing"
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Markenartikel
Online-Marketing
Advertising effects
49
Werbewirkung
49
Werbung
23
Advertising
21
Consumer behaviour
16
Konsumentenverhalten
16
USA
12
United States
12
Brand management
8
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Internet marketing
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Kaiser, Harry M.
Brunner, Christian Boris
Pauwels, Koen
Wilbur, Kenneth C.
18
Tucker, Catherine
15
Sayedi, Amin
13
Jerath, Kinshuk
12
Pelsmacker, Patrick de
12
Lewis, Randall A.
11
Russo, Antonio
11
Ghose, Anindya
10
Goldfarb, Avi
10
Sahni, Navdeep S.
10
Bauer, Hans H.
9
Bellman, Steven
8
D'Annunzio, Anna
8
Dens, Nathalie
8
Dwivedi, Yogesh Kumar
8
Johnson, Garrett A.
8
Klapper, Daniel
8
Penta, Antonio
8
Reiley, David H.
8
Rozendaal, Esther
8
Sreejesh, S.
8
Tucker, Catherine E.
8
Zhu, Yi
8
Esch, Franz-Rudolf
7
Gierl, Heribert
7
Hudders, Liselot
7
Katona, Zsolt
7
Narayanan, Sridhar
7
Rao, Justin M.
7
Reijmersdal, Eva A. van
7
Rutz, Oliver J.
7
Simonov, Andrey
7
Vashisht, Devika
7
Yang, Yanwu
7
Bart, Yakov
6
Chintagunta, Pradeep K.
6
Fesenmaier, Daniel R.
6
Fogel, Joshua
6
Guitart, Ivan A.
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International journal of research in marketing : IJRM ; official journal of the European Marketing Academy
4
Agricultural and resource economics review : ARER
1
Journal of interactive marketing : a quarterly publication from the Direct Marketing Educational Foundation
1
Journal of marketing analytics : JMA
1
Journal of the Academy of Marketing Science
1
MSI reports : working paper series
1
Marketing : ZFP ; journal of research and management
1
Review of agricultural economics : RAE
1
Transfer, Werbeforschung & Praxis : Zeitschrift für Werbung, Kommunikation und Markenführung
1
Working papers / Harvard Business School, Division of Research
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ECONIS (ZBW)
13
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1
Sponsored brands video rings up clicks and sales in the short and long run
Pauwels, Koen
;
Peran, Michael
;
Shah, Zee
;
Schnaidt, German
- In:
Journal of marketing analytics : JMA
11
(
2023
)
3
,
pp. 275-286
Persistent link: https://www.econbiz.de/10014374827
Saved in:
2
Advertising's sequence of effects on consumer mindset and sales : a comparison across brands and product categories
Valenti, Albert
;
Yildirim, Gokhan
;
Vanhuele, Marc
; …
- In:
International journal of research in marketing : IJRM ; …
40
(
2023
)
2
,
pp. 435-454
Persistent link: https://www.econbiz.de/10014316631
Saved in:
3
Does advertising content matter? : impacts of healthy eating and anti-obesity advertising on willingness to pay by consumer Body Mass Index
Wang, Ruitong
;
Liaukonyte, Jura
;
Kaiser, Harry M.
- In:
Agricultural and resource economics review : ARER
47
(
2018
)
1
,
pp. 1-31
Persistent link: https://www.econbiz.de/10012062620
Saved in:
4
Do display ads influence search? : attribution and dynamics in online advertising
Kireyev, Pavel
;
Pauwels, Koen
;
Gupta, Sunil
-
2013
Persistent link: https://www.econbiz.de/10009712377
Saved in:
5
Paths to and off purchase : quantifying the impact of traditional marketing and online consumer activity
Srinivasan, Shuba
;
Rutz, Oliver J.
;
Pauwels, Koen
- In:
Journal of the Academy of Marketing Science
44
(
2016
)
4
,
pp. 440-453
Persistent link: https://www.econbiz.de/10011563220
Saved in:
6
Do display ads influence search? Attribution and dynamics in online advertising
Kireyev, Pavel
;
Pauwels, Koen
;
Gupta, Sunil
- In:
International journal of research in marketing : IJRM ; …
33
(
2016
)
3
,
pp. 475-490
Persistent link: https://www.econbiz.de/10011596853
Saved in:
7
The effectiveness of different forms of online advertising for purchase conversion in a multiple-channel attribution framework
Haan, Evert de
;
Wiesel, Thorsten
;
Pauwels, Koen
- In:
International journal of research in marketing : IJRM ; …
33
(
2016
)
3
,
pp. 491-507
Persistent link: https://www.econbiz.de/10011596856
Saved in:
8
Like the ad or the brand? Marketing stimulates different electronic word-of-mouth content to drive online and offline performance
Pauwels, Koen
;
Aksehirli, Zeynep
;
Lackman, Andrew
- In:
International journal of research in marketing : IJRM ; …
33
(
2016
)
3
,
pp. 639-655
Persistent link: https://www.econbiz.de/10011597014
Saved in:
9
How online consumer segments differ in long-term marketing effectiveness
Reimer, Kerstin
;
Rutz, Oliver J.
;
Pauwels, Koen
- In:
Journal of interactive marketing : a quarterly …
28
(
2014
)
4
,
pp. 271-284
Persistent link: https://www.econbiz.de/10010470964
Saved in:
10
Der Einfluss von Portfolio-Werbung auf die Einstellung und das Image von Dachmarken : eine empirische Untersuchung
Esch, Franz-Rudolf
;
Brunner, Christian Boris
; …
- In:
Transfer, Werbeforschung & Praxis : Zeitschrift für …
56
(
2010
)
2
,
pp. 6-30
Persistent link: https://www.econbiz.de/10003981884
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