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Research article

First published 2022-1

A Cross-Cultural Genre Analysis of Firm-Generated Advertisements on Twitter and Sina Weibo

Xingsong Shi, Wenjing Wan

Journal of Business and Technical Communication

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Research article

First published 2017-9

Effects of Traditional Advertising and Social Messages on Brand-Building Metrics and Customer Acquisition

Lisette de Vries, Sonja Gensler, Peter S.H. Leeflang

Journal of Marketing

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Research article

First published 2017-12

What Happens Online Stays Online? Segment-Specific Online and Offline Effects of Banner Advertisements

Lara Lobschat, Ernst C. Osinga, Werner J. Reinartz

Journal of Marketing Research

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Research article

First published 2018-05

Advertising Competition on the Internet: Operational and Strategic Considerations

Dengpan Liu, Vijay Mookerjee

Production and Operations Management

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Research article

First published 2021-11

Tarred with the Same Brush? Advertising Share of Voice and Stock Price Synchronicity

Chee S. Cheong, Arvid O.I. Hoffmann, Ralf Zurbruegg

Journal of Marketing

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Research article

First published 1994-10

Advertising Rivalry in the U. S. Automobile Industry: A Test of Bain's Hypothesis

Lall B. Ramrattan

The American Economist

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Research article

First published 1988-09

A Content Analysis of CPA Advertising in National Print Media From 1979 to 1984

Robert E. Hite, Norman O. Schultz, Judith A. Weaver

Journal of the Academy of Marketing Science

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Research article

First published 2017-3

The Effects of Advertised Quality Emphasis and Objective Quality on Sales

Praveen K. Kopalle, Robert J. Fisher, Bharat L. Sud [...]

Journal of Marketing

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Research article

First published 2021-11

Green Advertising for the Sustainable Luxury Market

Dong Jae (Jay) Lim, Nara Youn, Hyo Jin Eom

Australasian Marketing Journal

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Research article

First published 1965-8

A Simple Model for Determining Advertising Appropriations

Julian L. Simon

Journal of Marketing Research

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