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Advertising and Brand Attitudes: Evidence from 575 Brands Over Five Years · Study

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ArticleAdvertising and Brand Attitudes: Evidence from 575 Brands Over Five Years

Rex Yuxing Du2018

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Articlegreen2018

Advertising and Brand Attitudes: Evidence from 575 Brands Over Five Years

Rex Yuxing Du · Mingyu Joo · Kenneth C. Wilbur

25 citations·0/0 files stored·Quantitative Marketing and Economics

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Marketing and Advertising Strategies Consumer Market Behavior and Pricing Consumer Behavior in Brand Consumption and Identification

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References

2003Revenue Premium as an Outcome Measure of Brand Equity 2017Advertising Content and Consumer Engagement on Social Media: Evidence from Facebook 1994Competitive Interference Effects in Consumer Memory for Advertising: The Role of Brand Familiarity 1997The Long-Term Impact of Promotion and Advertising on Consumer Brand Choice 2011How Well Does Advertising Work? Generalizations from Meta-Analysis of Brand Advertising Elasticities 1995How T.V. Advertising Works: A Meta-Analysis of 389 Real World Split Cable T.V. Advertising Experiments 2015Consumer Heterogeneity and Paid Search Effectiveness: A Large-Scale Field Experiment 2019A Comparison of Approaches to Advertising Measurement: Evidence from Big Field Experiments at Facebook

Cited by

2020Inefficiencies in Digital Advertising Markets 2021Risk Management in Digital Advertising: An Analysis from the Advertisers’ Media Management Perspective 2023The spillover effects of positive and negative buzz on brand attitudes

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Year2018

Typearticle

Published2018-01-01

VenueQuantitative Marketing and Economics

ISSN-L1570-7156

Languageen

Citations25

Files0 public / 0

ShelfMarketing and Advertising Strategies

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doi10.1007/s11129-018-9204-6

openalex_workW2889703196

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