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Synergistic, Antagonistic, and Asymmetric Media Interactions
16 references·1 citing·49 second hop
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(1979)Effects of message repetition…Social media in marketing research: Theoretical bases, methodological aspects, and thematic focus (2022)Social media in marketing res…Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research (1975)EQS : structural equations program manual (1989)Conceptualizing, Measuring, and Managing Customer-Based Brand Equity (1993)Online Advertising Research in Advertising Journals: A Review (2008)Advertising And Promotion: Integrated Marketing Communications Perspective (1997)Strategic Brand Management: Building, Measuring, and Managing Brand Equity (1997)Strategic Brand Management: Building, Measuring, and Managing Brand Equity. 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References

  • 2008A Dictionary of Epidemiology2,175 cited
  • 1979Effects of message repetition and position on cognitive response, recall, and persuasion.813 cited
  • 2016Integrating Marketing Communications: New Findings, New Lessons, and New Ideas636 cited
  • 2003Understanding the Impact of Synergy in Multimedia Communications571 cited
  • 1988Advertising Exposure, Loyalty, and Brand Purchase: A Two-Stage Model of Choice567 cited
  • 2004TELEVISION AND WEB ADVERTISING SYNERGIES306 cited
  • 2003An Empirical Model of Advertising Dynamics302 cited
  • 2001Imc: Using Advertising and Promotion to Build Brands296 cited
  • 2009A Hierarchical Marketing Communications Model of Online and Offline Media Synergies233 cited
  • 1989The Information Processing of Coordinated Media Campaigns212 cited
  • 2007Wearout Effects of Different Advertising Themes: A Dynamic Bayesian Model of the Advertising-Sales Relationship200 cited
  • 2016Synergistic effects of social media and traditional marketing on brand sales: capturing the time-varying effects196 cited
  • 2013Comparing the Relative Effectiveness of Advertising Channels: A Case Study of a Multimedia Blitz Campaign185 cited
  • 2009A Dictionary of epidemiology184 cited
  • 1982

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The Effects of Television Commercial Repetition on Cognitive Response and Message Acceptance
181 cited
  • 2008The Effect of Competitive Advertising Interference on Sales for Packaged Goods180 cited
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    • 2022Social media in marketing research: Theoretical bases, methodological aspects, and thematic focus130 cited