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Are contextual advertisements effective? : the moderating role of complexity in banner advertising

Chun, Kwang Yeun; Song, Ji Hee; Hollenbeck, Candice R.; … - In: International journal of advertising : the quarterly … 33 (2014) 2, pp. 351-371

Persistent link: https://www.econbiz.de/10010362882

Peer-to-peer media opportunities

Austin, Caroline Graham; Zinkhan, George M.; Song, Ji Hee - In: The Sage handbook of advertising, (pp. 349-365). 2007

Persistent link: https://www.econbiz.de/10003570554

Multitasking and location-based advertising : effects of perceived intrusiveness, location proximity, and product durability on avoidance

Choi, Boreum; Choi, Uiju; Song, Ji Hee - In: International journal of advertising : the review of … 40 (2021) 8, pp. 1385-1401

Persistent link: https://www.econbiz.de/10012802313

Multichannel Advertising : Budget Allocation in the Presence of Spillover and Carryover Effects

Chen, Huijun; Chen, Ying-Ju; Park, Sunghyuk; Shin, Dongwook - 2023

Problem definition: This paper explores budget allocation strategies for a multichannel ad campaign, where a marketing agency strives to maximize the total conversions by dynamically adjusting budget allocation over marketing channels. A salient feature of the problem is the interplay of...

Persistent link: https://www.econbiz.de/10014344444

Multichannel advertising : budget allocation in the presence of spillover and carryover effects

Chen, Huijun; Chen, Ying-Ju; Park, Sung-Hyuk; Shin, Dongwook - In: Manufacturing & service operations management : M & SOM 27 (2025) 3, pp. 862-880

Persistent link: https://www.econbiz.de/10015432993

Effects of comparative advertising format on consumer responses : the moderating effects of brand image and attribute relevance

Yagci, Mehmet I.; Biswas, Abhijit; Dutta, Sujay - In: Journal of business research : JBR 62 (2009) 8, pp. 768-774

Persistent link: https://www.econbiz.de/10003861041

Celebrity endorsements and women consumers in India : how generation-cohort affiliation and celebrity-product congruency moderate the benefits of chronological age congruency

Roy, Subhadip; Guha, Abhijit; Biswas, Abhijit - In: Marketing letters : a journal of research in marketing 26 (2015) 3, pp. 363-376

Persistent link: https://www.econbiz.de/10011312160

Celebrity endorsements in emerging markets : align endorsers with brands or with consumers?

Roy, Subhadip; Guha, Abhijit; Biswas, Abhijit; Grewal, Dhruv - In: Journal of international business studies : JIBS ; an … 50 (2019) 3, pp. 295-317

Persistent link: https://www.econbiz.de/10012006997

The impact of consumer expectations and familiarity on deceptive pricing in advertising : a view from drip pricing practice

Banerjee, Somak; Dutta, Sujay; Biswas, Abhijit; Kwak, … - In: International journal of advertising : the review of … 43 (2024) 2, pp. 254-285

Persistent link: https://www.econbiz.de/10014550811