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Ivan A. Guitart · Study

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Ivan A. Guitart

4 works· latest 2024· 2 institutionscluster: provisionalORCID 0000-0002-3475-9897

h-index4

i104

Citations104

Works here4

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Most cited in this library

Advertising non-premium products as if they were premium: The impact of advertising up on advertising elasticity and brand equity2018 · 32 citations
Competitive advertising strategies for programmatic television2019 · 29 citations
Customer insights for innovation: A framework and research agenda for marketing2024 · 25 citations
The impact of contextual television ads on online conversions: An application in the insurance industry2016 · 18 citations

Works

4 shown

Customer insights for innovation: A framework and research agenda for marketing

Journal of the Academy of Marketing Science·2024·4 authors·Open access

25citations

Competitive advertising strategies for programmatic television

Journal of the Academy of Marketing Science·2019·3 authors·Open access

29citations

Advertising non-premium products as if they were premium: The impact of advertising up on advertising elasticity and brand equity

International Journal of Research in Marketing·2018·3 authors·Open access

32citations

The impact of contextual television ads on online conversions: An application in the insurance industry

International Journal of Research in Marketing·2016·2 authors

18citations