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Validating a dial-turning instrument for real-time measurement of affective and evaluative responses to advertising

Pham, Michel T.; Hughes, G. D.; Cohen, Joel B. - 1993

Persistent link: https://www.econbiz.de/10000876068

The influence of ad-evoked feelings on brand evaluations : empirical generalizations from consumer responses to more than 1000 TV commercials

Pham, Michel T.; Geuens, Maggie; Pelsmacker, Patrick de - In: International journal of research in marketing : IJRM ; … 30 (2013) 4, pp. 383-394

Persistent link: https://www.econbiz.de/10010223386

The Influence of Ad-Evoked Feelings on Brand Evaluations : Empirical Generalizations from Consumer Responses to More than 1,000 TV Commercials

Pham, Michel T.; Geuens, Maggie; Pelsmacker, Patrick de - 2013

It has been observed that ad-evoked feelings exert a positive influence on brand attitudes. To investigate the empirical generalizability of this phenomenon, we analyzed the responses of 1,576 consumers to 1,070 TV commercials from more than 150 different product categories. The findings suggest...

Persistent link: https://www.econbiz.de/10014158610

Determinants of mobile advertising effectiveness : a field experiment

Bart, Yakov; Sárváry, Miklós; Stephen, Andrew T. - 2012

Persistent link: https://www.econbiz.de/10009622518

A field study of the determinants of mobile advertising effectivenss

Bart, Yakov; Stephen, Andrew T.; Sárváry, Miklós - 2012 - Rev. vers. of 2012/38/MKT

Persistent link: https://www.econbiz.de/10009625575

Which products are best suited to mobile advertising? : a field study of mobile display advertising effects on consumer attitudes and intentions

Bart, Yakov; Stephen, Andrew T.; Sárváry, Miklós - In: Journal of marketing research : JMR 51 (2014) 3, pp. 270-285

Persistent link: https://www.econbiz.de/10010380962

Viral marketing : a large scale field experiment

Toubia, Olivier; Stephen, Andrew T.; Freud, Aliza - 2009

Persistent link: https://www.econbiz.de/10003911117

Spillover effects in seeded word-of-mouth marketing campaigns

Chae, Inyoung; Stephen, Andrew T.; Bart, Yakov; Yao, Dai - In: Marketing science 36 (2017) 1, pp. 89-104

Persistent link: https://www.econbiz.de/10011645777

The complementary roles of traditional and social media in driving marketing performance

Stephen, Andrew T.; Galak, Jeff - 2010

Persistent link: https://www.econbiz.de/10008798231

Which Products Are Best Suited to Mobile Advertising? A Field Study of Mobile Display Advertising Effects on Consumer Attitudes and Intentions

Bart, Yakov - 2014

Mobile advertising is one of the fastest-growing advertising formats. In 2013, global spending on mobile advertising was approximately $16.7 billion and it is expected to exceed $62.8 billion by 2017. The most prevalent type of mobile advertising is mobile display advertising (MDA), which takes...

Persistent link: https://www.econbiz.de/10013066328