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Advertising and Price Effectiveness over the Business Cycle · Study

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PreprintAdvertising and Price Effectiveness over the Business Cycle

Maarten J. Gijsenberg2010

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Preprintgreen2010

Advertising and Price Effectiveness over the Business Cycle

Maarten J. Gijsenberg · Harald J. van Heerde · Marnik G. Dekimpe · Jan‐Benedict E.M. Steenkamp

19 citations·0/0 files stored·SSRN Electronic Journal

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Consumer Market Behavior and Pricing Marketing and Advertising Strategies Consumer Behavior and Marketing Influence

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References

1974Judgment under Uncertainty: Heuristics and Biases 1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1983Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement 1999Measuring Business Cycles: Approximate Band-Pass Filters for Economic Time Series 1985Measuring Consumer Involvement Profiles 1965The Impact of Television Advertising: Learning Without Involvement 1947Measuring Business Cycles 1999How Advertising Works: What Do We Really Know?

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2017Business cycle research in marketing: a review and research agendaarticle · 12 shared references 2011Determinants of Advertising Effectiveness: The Development of an International Advertising Elasticity Database and a Meta-Analysisreview · 12 shared references 2016Commitment to marketing spending through recessionsarticle · 12 shared references 2014Hard economic times: a dream for discountersarticle · 11 shared references 2004Weathering Tight Economic Times: The Sales Evolution of Consumer Durables Over the Business Cyclearticle · 10 shared references 2011The Impact of Economic Contractions on the Effectiveness of R&D and Advertising: Evidence from U.S. Companies Spanning Three Decadesarticle · 9 shared references

Details

Year2010

Typepreprint

Published2010-01-01

VenueSSRN Electronic Journal

ISSN-L1556-5068

Languageen

Citations19

Files0 public / 0

ShelfConsumer Market Behavior and Pricing

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doi10.2139/ssrn.1531150

openalex_workW1598476875

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