Browsing by Author "Srinivasan, S."
Now showing items 1-6 of 6
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Consumer attitude metrics for guiding marketing mix decisions
Hanssens, D. M.; Pauwels, Koen Hendrik; Srinivasan, S.; Vanhuele, M.; Yildirim, G. (Informs, 2014-08)Marketing managers often use consumer attitude metrics such as awareness, consideration, and preference as performance indicators because they represent their brand's health and are readily connected to marketing activity. ... -
The impact of brand familiarity on online and offline media synergy
Pauwels, Koen Hendrik; Demirci, Ceren; Yıldırım, G.; Srinivasan, S. (Elsevier, 2016)Rooted in the integrated marketing communication framework, this paper conceptualizes how brand familiarity affects online and cross-channel synergies. The empirical analysis uses Bayesian vector autoregressive models to ... -
Mind-set metrics in market response models: an integrative approach
Srinivasan, S.; Vanhuele, M.; Pauwels, Koen Hendrik (American Marketing Association, 2010-08)Demonstrations of marketing effectiveness currently proceed along two parallel tracks: Quantitative researchers model the direct sales effects of the marketing mix, and advertising and branding experts trace customer ... -
Paths to and off purchase: quantifying the impact of traditional marketing and online consumer activity
Srinivasan, S.; Rutz, O. J.; Pauwels, Koen Hendrik (Springer International Publishing, 2016-07)This study investigates the effects of consumer activity in online media (paid, owned, and earned) on sales and their interdependencies with the traditional marketing mix elements of price, advertising and distribution. ... -
Pricing of national brands versus store brands: market power components, findings and research opportunities
Pauwels, Koen Hendrik; Srinivasan, S. (Edward Elgar Publishing, 2009)Among the most important activities for supermarket retailers is the creation and marketing of store brands, also known as private label brands. Given the increasing quality-equivalence between national brands and store ... -
Product innovations, advertising, and stock returns
Srinivasan, S.; Pauwels, Koen Hendrik; Silva-Risso, J.; M. Hanssens, D. (American Marketing Association, 2009-01)Under increased scrutiny from top management and shareholders, marketing managers feel the need to measure and communicate the impact of their actions on shareholder returns. In particular, how do customer value creation ...
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