Search Results
JEL Code: M37

440,241 Total downloads

Viewing: 1 - 50 of 1,244 papers

1.

Impact of Celebrity Endorsements on Brand Image

Number of pages: 35 Posted: 10 Aug 2009
Working Paper Series
Cognizant Technology Solutions
Downloads 13,774
2.

Cross-Cultural Advertising Research: What Do We Know About the Influence of Culture on Advertising?

Middlesex University Discussion Paper No. 28
Number of pages: 29 Posted: 01 Feb 2005
Working Paper Series
University of Hull
Downloads 10,326
3.

Applied Financial Marketing - Myth Versus Reality

Journal of Financial Transformation, Vol. 21, pp. 55-66, 2007
Number of pages: 12 Posted: 27 Nov 2007 Last Revised: 08 Jul 2009
Accepted Paper Series
Capco Institute, Capco and Capco
Downloads 6,574
4.

Online Consumer Review: Word-of-Mouth as a New Element of Marketing Communication Mix

Management Science, Vol. 54, No. 3, pp. 477-491, 2008
Number of pages: 45 Posted: 15 Nov 2004 Last Revised: 22 Jun 2014
Accepted Paper Series
Tsinghua University, School of Economics & Management and University of Florida - Warrington College of Business Administration
Downloads 6,526
5.

The FTC and the New Common Law of Privacy

114 Columbia Law Review 583 (2014), GWU Legal Studies Research Paper No. 2013-120, GWU Law School Public Law Research Paper No. 2013-120
Number of pages: 94 Posted: 21 Aug 2013 Last Revised: 05 Apr 2014
Accepted Paper Series
George Washington University Law School and Northeastern University School of Law and Khoury College of Computer Sciences
Downloads 6,269
6.

The Online Advertising Industry: Economics, Evolution, and Privacy

Journal of Economic Perspectives, Forthcoming
Number of pages: 41 Posted: 16 Apr 2009
Accepted Paper Series
Global Economics Group
Downloads 6,184
7.

Fake News: A Legal Perspective

Journal of Internet Law (Apr. 2017)
Number of pages: 9 Posted: 26 Apr 2017
Accepted Paper Series
Klein Moynihan Turco LLP and Newsday Media Group
Downloads 5,893
8.

Freemium: Attributes of an Emerging Business Model

Number of pages: 4 Posted: 03 Dec 2010 Last Revised: 13 Jan 2016
Working Paper Series
Pujol Enterprises LLC
Downloads 5,627
9.

Understanding Advertising Adstock Transformations

Number of pages: 7 Posted: 16 Aug 2006
Working Paper Series
Initiative Media
Downloads 4,304
10.

The Big Four of Influencer Marketing. A Typology of Influencers.

Marketing Review St. Gallen, Vol. 2, 30-38
Number of pages: 9 Posted: 24 Aug 2018
Accepted Paper Series
ETH Zurich and ETH Zurich
Downloads 4,060
11.

Stealth Marketing: How to Reach Consumers Surreptitiously

California Management Review, 2004
Number of pages: 18 Posted: 06 May 2009
Accepted Paper Series
Saint Louis University - Chaifetz School of Business and Southern Illinois University at Edwardsville
Downloads 4,053
12.

Effects of Brand Preference, Product Attributes, and Marketing Mix Variables in Technology Product Markets

Marketing Science, Forthcoming
Number of pages: 38 Posted: 04 Nov 2005
Accepted Paper Series
The Stephen M. Ross School of Business at the University of Michigan, University of Chicago and Amrita University - Amrita School of Business
Downloads 4,048
13.

The Role of Marketing in Social Media: How Online Consumer Reviews Evolve

Number of pages: 32 Posted: 17 Nov 2010 Last Revised: 19 Jun 2014
Working Paper Series
Tsinghua University, School of Economics & Management, Syracuse University and Binghamton University
Downloads 4,030
14.

TV Advertising Effectiveness and Profitability: Generalizable Results from 288 Brands

Number of pages: 46 Posted: 20 Jan 2020 Last Revised: 10 Feb 2021
Working Paper Series
University of Chicago - Booth School of Business, University of Chicago - Booth School of Business and Northwestern - Kellogg

Multiple version iconThere are 2 versions of this paper

Downloads 3,605
15.

Ghost Ads: Improving the Economics of Measuring Online Ad Effectiveness

Simon Business School Working Paper No. FR 15-21
Number of pages: 59 Posted: 19 Jun 2015 Last Revised: 13 Jan 2017
Working Paper Series
Questrom School of Business, Netflix and Google Inc.
Downloads 3,574
16.

The Unfavorable Economics of Measuring the Returns to Advertising

Number of pages: 35 Posted: 14 Dec 2013 Last Revised: 19 Sep 2014
Working Paper Series
Netflix and Microsoft Research
Downloads 3,522
17.

Effects of Advertising and Product Placement on Television Audiences

Number of pages: 39 Posted: 26 Jun 2008 Last Revised: 03 Oct 2012
Working Paper Series
University of California, San Diego (UCSD) - Rady School of Management, University of Southern California - Department of Economics and University of Southern California
Downloads 3,501
18.

The Impact of Visual Merchandising on Impulse Buying Behavior of Consumer: A Case from Central Mall of Ahmedabad India

Universal Journal of Management, Vol.1, No. 2, Oct. 2013, pp. 76-8
Number of pages: 7 Posted: 18 Nov 2013
Accepted Paper Series
L. J. Institute of Management Studies and Nirma University - Institute of Management
Downloads 3,450
19.

Narrative Processing: Building Consumer Connections to Brands

Escalas, Jennifer Edson (2004), "Narrative Processing: Building Consumer Connections to Brands," Journal of Consumer Psychology, v. 14, n. 1 & 2, pp. 168-179.
Number of pages: 47 Posted: 13 Jun 2013
Accepted Paper Series
Vanderbilt University - Marketing
Downloads 3,407
20.

An Integrated Marketing Communications Perspective on Social Media Metrics

International Journal of Integrated Marketing Communications, Spring 2013
Number of pages: 31 Posted: 17 Jun 2013 Last Revised: 08 Feb 2016
Accepted Paper Series
University of Wisconsin-Whitewater and Loyola University of Chicago
Downloads 3,159
21.

The Effects of Traditional and Social Earned Media on Sales: A Study of a Microlending Marketplace

Journal of Marketing Research, 49 (October).
Number of pages: 68 Posted: 29 Sep 2009 Last Revised: 05 Aug 2014
Accepted Paper Series
University of Oxford - Said Business School and Carnegie Mellon University
Downloads 3,154
22.

Visual Analysis of Images in Brand Culture

GO FIGURE: NEW DIRECTIONS IN ADVERTISING RHETORIC, Barbara J. Phillips, Edward McQuarrie, eds., M.E. Sharpe, pp. 277-296, 2008
Number of pages: 36 Posted: 24 Feb 2020 Last Revised: 24 Feb 2020
Accepted Paper Series
Rochester Institute of Technology
Downloads 3,117
23.

Visual Merchandising: Impact on Consumer Behaviour (An Exploratory Study of Apparel Segment in Ahmedabad)

“Mapping the Global Future: Evolution Through Innovation, and Excellence”, Eds., Nejdet Delener, Leonora Fuxman, F. Victor Lu, and Susana Rodrigues, published by Global Business and Technology Association (GBATA), New York, USA, July, 2012, pp. 607-614.
Number of pages: 9 Posted: 15 Aug 2012 Last Revised: 14 Mar 2013
Accepted Paper Series
L. J. Institute of Management Studies and Nirma University - Institute of Management
Downloads 2,980
24.

The New Media Technologies: Overview and Research Framework

Number of pages: 29 Posted: 05 Apr 2008
Working Paper Series
Baruch College, CUNY - Zicklin School of Business and Brooklyn College of the City University of New York
Downloads 2,692
25.

Issues in Crowdfunding: Theoretical and Empirical Investigation on Kickstarter

Number of pages: 34 Posted: 28 Oct 2013
Working Paper Series
ICF GHK
Downloads 2,659
26.

When does Retargeting Work? Information Specificity in Online Advertising

Number of pages: 52 Posted: 30 Mar 2011 Last Revised: 07 May 2013
Working Paper Series
London Business School and Massachusetts Institute of Technology (MIT) - Management Science (MS)
Downloads 2,658
27.

Incrementality Bidding & Attribution

Number of pages: 40 Posted: 06 Mar 2018 Last Revised: 12 Mar 2018
Working Paper Series
Netflix and Netflix
Downloads 2,579
28.

Influence of Advertising Variability, Brand Extension Effects, Brand Name, Variety Seeking Behavior and Customer Value on Buying Decisions: A Multi-Experiment Analysis

Number of pages: 59 Posted: 27 Jan 2006
Working Paper Series
Graduate School of Administration and Management (EGADE), Monterrey Institute of Technology and Higher Education (ITESM) - Mexico City Campus
Downloads 2,538
29.

Co-Branding: The State of the Art

Schmalenbach Business Review, Vol. 60, October 2008 , University of Fribourg Marketing Working Paper No. 1
Number of pages: 19 Posted: 13 Jun 2007
Accepted Paper Series
Department of Business Administration, Chair Public & Nonprofit Management, Bain & Company and University of Groningen - Faculty of Economics and Business
Downloads 2,515
30.

Brand Culture: Trade Marks, Marketing and Consumption

TRADE MARKS AND BRANDS: AN INTERDISCIPLINARY CRITIQUE, Jane Ginsburg, Lionel Bently and Jennifer Davis, eds., Cambridge University Press, pp. 161-176, 2008
Number of pages: 24 Posted: 09 Feb 2007 Last Revised: 27 Jan 2008
Accepted Paper Series
Rochester Institute of Technology
Downloads 2,512
31.

An Analysis of the Marketing Strategy of Vicks Vaporub

Marketing Mastermind, pp. 9-17, April 2005
Number of pages: 23 Posted: 11 Aug 2008 Last Revised: 23 Dec 2008
Accepted Paper Series
affiliation not provided to SSRN and Supreme Court of India
Downloads 2,444
32.

Effectiveness of Online Advertising on Social Networking Sites - A Case Study on Facebook

Number of pages: 74 Posted: 22 Nov 2013
Working Paper Series
Cardiff Metropolitan University
Downloads 2,358
33.

A Study on the Association between Brand Awareness and Consumer/Brand Loyalty for the Packaged Milk Industry in Pakistan

South Asian Journal of Management Sciences (SAJMS), Vol.5, No.1.
Number of pages: 11 Posted: 22 Oct 2010 Last Revised: 17 Feb 2011
Accepted Paper Series
Office of Research, Innovation & Commercialization - ORIC and Iqra University Research Centre - IURC
Downloads 2,351
34.

An Empirical Analysis of Search Engine Advertising: Sponsored Search in Electronic Markets

NET Institute Working Paper
Number of pages: 47 Posted: 25 Oct 2007 Last Revised: 19 Jun 2014
Working Paper Series
New York University (NYU) - Leonard N. Stern School of Business and University of Southern California - Marshall School of Business
Downloads 2,298
35.

Mirrors of Masculinity: Representation and Identity in Advertising Images

Consumption Markets and Culture, Vol. 7, pp. 21-52, 2004
Number of pages: 56 Posted: 24 Feb 2004
Accepted Paper Series
Rochester Institute of Technology and York University - Schulich School of Business
Downloads 2,237
36.

Advertising Effects on Awareness, Consideration and Brand Choice Using Tracking Data

ERIM Report Series Reference No. ERS-2004-028-MKT
Number of pages: 22 Posted: 26 Aug 2006
Working Paper Series
Erasmus University Rotterdam (EUR) - Department of Econometrics and Microsoft Corporation
Downloads 2,233
37.

Is an Advertisement an Offer? Why it is, and Why it Matters

Hastings Law Journal, Vol. 58, p. 61, 2006
Number of pages: 26 Posted: 09 Nov 2006
Accepted Paper Series
Rutgers Law School and Fox Rothschild LLP
Downloads 2,124
38.

The Relationship of Brand Equity to Purchase Intention

IUP Journal of Marketing Management, May 2012
Number of pages: 20 Posted: 30 Sep 2011 Last Revised: 29 Nov 2012
Accepted Paper Series
affiliation not provided to SSRN and International Training Institute
Downloads 2,077
39.

Driving Online and Offline Sales: The Cross-Channel Effects of Digital Versus Traditional Advertising

Tuck School of Business Working Paper No. 2012-103
Number of pages: 50 Posted: 07 Nov 2011 Last Revised: 19 Aug 2014
Working Paper Series
Indeed, Massey University - Dept of Communication, Journalism & Marketing and Dartmouth College - Tuck School of Business
Downloads 1,931
40.

Critical Visual Analysis

HANDBOOK OF QUALITATIVE METHODS IN MARKETING, Russell Belk, ed., pp. 303-321, Aldershot, UK: Edward Elgar, 2006
Number of pages: 31 Posted: 22 Sep 2005
Accepted Paper Series
Rochester Institute of Technology
Downloads 1,902
41.

Identity in Marketing Communications: An Ethics of Visual Representation

MARKETING COMMUNICATION: NEW APPROACHES, TECHNOLOGIES, AND STYLES, Allan J. Kimmel, ed., pp. 256-277, Oxford University Press, 2005
Number of pages: 44 Posted: 12 Mar 2007
Accepted Paper Series
DePaul University and Rochester Institute of Technology
Downloads 1,869
42.

Post-It Note Persuasion: A Sticky Influence

Journal of Consumer Psychology, 2005
Number of pages: 29 Posted: 02 Nov 2004
Accepted Paper Series
Sam Houston State University
Downloads 1,850
43.

Pubblicità (Lecture Notes on Advertising)

Number of pages: 22 Posted: 29 Apr 2013 Last Revised: 01 Jun 2018
Working Paper Series
University of Rome Sapienza
Downloads 1,825
44.

The Effectiveness of Advertising Matching Purchase Motivation

Number of pages: 47 Posted: 20 Feb 2003
Working Paper Series
Tinbergen Institute, Wageningen University and Tilburg University - Faculty of Social and Behavioural Sciences
Downloads 1,823
45.

Creating Customer Engagement Via Mobile Apps: How App Usage Drives Purchase Behavior

Tuck School of Business Working Paper No. 2669817
Number of pages: 48 Posted: 07 Oct 2015
Working Paper Series
Indeed, Massey University - Dept of Communication, Journalism & Marketing and Dartmouth College - Tuck School of Business
Downloads 1,810
46.

A Two-Sided, Empirical Model of Television Advertising and Viewing Markets

Number of pages: 46 Posted: 24 Feb 2020
Working Paper Series
University of California, San Diego (UCSD) - Rady School of Management
Downloads 1,788
47.

Towards a Digital Attribution Model: Measuring the Impact of Display Advertising on Online Consumer Behavior

NET Institute Working Paper No. 15-15
Number of pages: 41 Posted: 10 Nov 2015
Working Paper Series
New York University (NYU) - Leonard N. Stern School of Business and Emory University - Goizueta Business School
Downloads 1,753
48.

Beyond the Last Touch: Attribution in Online Advertising

Number of pages: 46 Posted: 25 Jan 2014 Last Revised: 17 Apr 2018
Working Paper Series
University of Pennsylvania - The Wharton School
Downloads 1,752
49.

Consumer Privacy Choice in Online Advertising: Who Opts Out and at What Cost to Industry?

Simon Business School Working Paper No. FR 17-19
Number of pages: 49 Posted: 21 Aug 2017 Last Revised: 06 Jul 2020
Working Paper Series
Questrom School of Business, University of Colorado at Boulder - Department of Marketing and University of Rochester - Simon Business School
Downloads 1,731
50.

The Rise of Big Data and the Loss of Privacy

in Personal Data in Competition, Consumer Protection and IP Law - Towards a Holistic Approach? (eds) Bakhoum, M., Gallego Conde, B., Mackenordt, M.-O. & Surblyte, G. Berlin Heidelberg, Springer, 2018, vol. 28, 153-189 , Durham Law School Research Paper (2016)
Number of pages: 37 Posted: 16 Jun 2016 Last Revised: 14 Oct 2018
Accepted Paper Series
Durham University - Law School
Downloads 1,681