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Advertising and Brand Attitudes: Evidence from 575 Brands Over Five Years
16 references·4 citing·50 second hop
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References

  • 2003Revenue Premium as an Outcome Measure of Brand Equity1,006 cited
  • 2017Advertising Content and Consumer Engagement on Social Media: Evidence from Facebook994 cited
  • 1994Competitive Interference Effects in Consumer Memory for Advertising: The Role of Brand Familiarity844 cited
  • 1997The Long-Term Impact of Promotion and Advertising on Consumer Brand Choice783 cited
  • 2011How Well Does Advertising Work? Generalizations from Meta-Analysis of Brand Advertising Elasticities460 cited
  • 1995How T.V. Advertising Works: A Meta-Analysis of 389 Real World Split Cable T.V. Advertising Experiments452 cited
  • 2015Consumer Heterogeneity and Paid Search Effectiveness: A Large-Scale Field Experiment355 cited
  • 2019A Comparison of Approaches to Advertising Measurement: Evidence from Big Field Experiments at Facebook284 cited
  • 2015The Unfavorable Economics of Measuring the Returns to Advertising *283 cited
  • 2010Mind-Set Metrics in Market Response Models: An Integrative Approach272 cited
  • 1995Empirical Generalizations About the Impact of Advertising on Price Sensitivity and Price242 cited
  • 2014Consumer Heterogeneity and Paid Search Effectiveness: A Large Scale Field Experiment217 cited
  • 2014Online ads and offline sales: measuring the effect of retail advertising via a controlled experiment on Yahoo!211 cited
  • 2017

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Positive Spillovers and Free Riding in Advertising of Prescription Pharmaceuticals: The Case of Antidepressants
199 cited
  • 2013Comparing the Relative Effectiveness of Advertising Channels: A Case Study of a Multimedia Blitz Campaign185 cited
  • 2008The Effect of Competitive Advertising Interference on Sales for Packaged Goods180 cited
  • Cited by

    • 2020Inefficiencies in Digital Advertising Markets162 cited
    • 2021Risk Management in Digital Advertising: An Analysis from the Advertisers’ Media Management Perspective17 cited
    • 2023The spillover effects of positive and negative buzz on brand attitudes12 cited
    • 2021Modernizing Retailers in an Emerging Market: Investigating Externally Focused and Internally Focused Approaches9 cited