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Articles (22)

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1-10 of 22 results for advertising spillover effect

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Select article: Exploring the Communication and Spillover Effects of the Advertising Endorser and Appeal of Nonprofit Organizations

Open access

Research article

First published 2024-1

Exploring the Communication and Spillover Effects of the Advertising Endorser and Appeal of Nonprofit Organizations

Dong Jenn Yang

Sage Open

Select article: An Empirical Investigation of the Spillover Effects of Advertising and Sales Promotions in Umbrella Branding

Retricted access

Research article

First published 2002-11

An Empirical Investigation of the Spillover Effects of Advertising and Sales Promotions in Umbrella Branding

Tülin Erdem, Baohong Sun

Journal of Marketing Research

Select article: Voluntary Disclosure of Advertising Expenditures

Retricted access

Review article

First published 2008-7

Voluntary Disclosure of Advertising Expenditures

Ana Simpson

Journal of Accounting,Auditing & Finance

Select article: Dynamic Effects of TV Ad Suspension on Keyword Search: Evidence from the U.S. Telecom Industry

Retricted access

Research article

First published 2026-3

Dynamic Effects of TV Ad Suspension on Keyword Search: Evidence from the U.S. Telecom Industry

Jia Liu, Shawndra Hill, David Rothschild

Journal of Marketing

Select article: Advertising Spillovers: Evidence from Online Field Experiments and Implications for Returns on Advertising

Retricted access

Research article

First published 2016-8

Advertising Spillovers: Evidence from Online Field Experiments and Implications for Returns on Advertising

Navdeep S. Sahni

Journal of Marketing Research

Select article: Attention Spillovers from News to Ads: Evidence from an Eye-Tracking Experiment

Retricted access

Research article

First published 2025-4

Attention Spillovers from News to Ads: Evidence from an Eye-Tracking Experiment

Andrey Simonov, Tommaso Valletti, Andre Veiga

Journal of Marketing Research

Select article: Strategic social media marketing: An empirical analysis of sequential advertising

Open access

Research article

First published 2023-12

Strategic social media marketing: An empirical analysis of sequential advertising

Parshuram Hotkar, Rajiv Garg, Kristen Sussman

Production and Operations Management

Select article: Reciprocal Spillover Effects: A Strategic Benefit of Brand Extensions

Retricted access

Research article

First published 2003-1

Reciprocal Spillover Effects: A Strategic Benefit of Brand Extensions

Subramanian Balachander, Sanjoy Ghose

Journal of Marketing

Select article: From Generic to Branded: A Model of Spillover in Paid Search Advertising

Retricted access

Research article

First published 2011-2

From Generic to Branded: A Model of Spillover in Paid Search Advertising

Oliver J. Rutz, Randolph E. Bucklin

Journal of Marketing Research

Select article: Art Infusion: The Influence of Visual Art on the Perception and Evaluation of Consumer Products

Retricted access

Research article

First published 2008-6

Art Infusion: The Influence of Visual Art on the Perception and Evaluation of Consumer Products

Henrik Hagtvedt, Vanessa M. Patrick

Journal of Marketing Research

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