Keyword: Effects of Advertising
Filtering: competitive response
Joshi, A., & Hanssens, D. (2010). The Direct and Indirect Effects of Advertising Spending on Firm Value. Journal of Marketing, 74(1), 20-33. doi:10.1509/jmkg.74.1.20
Keyword: Competitive Response
Filtering: Internet Advertising
Ailawadi, K., & Kruger, M. (2010). When Wal-Mart Enters: How Incumbent Retailers React and How This Affects Their Sales Outcomes. Journal Of Marketing Research (JMR), 47(4), 577-593. doi:10.1509/jmkr.47.4.577
Keyword: Interesting Advertising
Filtering: Ad Skepticism
Tutaj, K., & Van Reijmersdal, E. A. (2012). Effects of online advertising format and persuasion knowledge on audience reactions. Journal of Marketing Communications, 18(1), 5-18. doi:10.1080/13527266.2011.620765
