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Competitive advertising strategies for programmatic television
Guitart, Ivan A.; Hervet, Guillaume; Gelper, Sarah - In: Journal of the Academy of Marketing Science 48 (2020) 4, pp. 753-775
Persistent link: https://www.econbiz.de/10012293333
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An examination into the effectiveness of two-sided comparative price appeals
Kamins, Michael A. - In: Journal of the Academy of Marketing Science 16 (1988) 2, pp. 64-71
Persistent link: https://www.econbiz.de/10001062769
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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
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Where does pride lead? : corporate managerial hubris and strategic emphasis
Kim, Min Chung; Xiong, Guiyang; Kim, Kwang-ho - In: Journal of the Academy of Marketing Science 46 (2018) 3, pp. 537-556
Persistent link: https://www.econbiz.de/10011879708
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The effects of creativity on advertising wear-in and wear-out
Chen, Jiemiao; Yang, Xiaojing; Smith, Robert E. - In: Journal of the Academy of Marketing Science 44 (2016) 3, pp. 334-349
Persistent link: https://www.econbiz.de/10011489074
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Does advertising create sustained firm value? : the capitalization of brand intangible
Wang, Fang; Zhang, Xiao-ping Steven; Ouyang, Ming - In: Journal of the Academy of Marketing Science 37 (2009) 2, pp. 130-143
Persistent link: https://www.econbiz.de/10003851344
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A meta-analysis of humor in advertising
Eisend, Martin - In: Journal of the Academy of Marketing Science 37 (2009) 2, pp. 191-203
Persistent link: https://www.econbiz.de/10003851358
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Enhancing television advertising : same-language subtitles can improve brand recall, verbal memory, and behavioral intent
Brasel, S. Adam; Gips, James - In: Journal of the Academy of Marketing Science 42 (2014) 3, pp. 322-336
Persistent link: https://www.econbiz.de/10010363992
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How brand innovativeness creates advertising flexibility
Barone, Michael J.; Jewell, Robert D. - In: Journal of the Academy of Marketing Science 42 (2014) 3, pp. 309-321
Persistent link: https://www.econbiz.de/10010363995
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Dynamic relationships among R&D, advertising, inventory and firm performance
Sridhar, Shrihari; Narayanan, Sriram; Srinivasan, Raji - In: Journal of the Academy of Marketing Science 42 (2014) 3, pp. 277-290
Persistent link: https://www.econbiz.de/10010363999