The Effectiveness of Publicity versus Advertising: A Meta-Analysis
Author:
Publisher
Gabler
Link
http://link.springer.com/content/pdf/10.1007/978-3-8349-6854-8_18.pdf
Reference61 articles.
1. Ahluwalia, R.; Burnkrant, R. E. & Unnava, H. R. (2000), “Consumer Response to Negative Publicity: The Moderating Role of Commitment,” in: Journal of Marketing Research, Vol. 37 (May), 203-214.
2. Basuroy, S.; Chatterjee, S. & Ravid, S. A. (2003), “How Critical Are Critical Reviews? The Office Effects of Film Critics, Star Power, and Budgets,” in: Journal of Marketing, Vol. 67 (October), 103-117.
3. Bommer, W. H.; Johnson, J. L.; Rich, G. A.; Podsakoff, P. M. & MacKenzie, S. B. (1995), “On the Interchangeability of Objective and Subjective Measures of Employee Performance: A Meta-Analysis,” in: Personnel Psychology, Vol. 48 (3), 587-605.
4. Cameron, G. T. (1994), “Does Publicity Outperform Advertising? An Experimental Test of the Third-Party Endorsement,” in: Journal of Public Relations Research, Vol. 6 (3), 185-207.
5. Celebi, S. I. (2007), “The Credibility of Advertising Versus Publicity for New FMCGs in Turkey,” in: Corporate Communications: An International Journal, Vol. 12 (2), 161-176.
Cited by 3 articles. 订阅此论文施引文献 订阅此论文施引文献，注册后可以免费订阅5篇论文的施引文献，订阅后可以查看论文全部施引文献
1. Automatic ESG Assessment of Companies by Mining and Evaluating Media Coverage Data: NLP Approach and Tool;2023 IEEE International Conference on Big Data (BigData);2023-12-15
2. Insights into the Impact of CSR Communication Source on Trust and Purchase Intention;Handbook of Integrated CSR Communication;2016-12-30
3. Entrepreneurship – Methodische Herausforderungen Einer Jungen Forschungsdisziplin (Entrepreneurship – Methodological Challenges of a Young Research Discipline);SSRN Electronic Journal;2013
1.学者识别学者识别
2.学术分析学术分析
3.人才评估人才评估
"同舟云学术"是以全球学者为主线，采集、加工和组织学术论文而形成的新型学术文献查询和分析系统，可以对全球学者进行文献检索和人才价值评估。用户可以通过关注某些学科领域的顶尖人物而持续追踪该领域的学科进展和研究前沿。经过近期的数据扩容，当前同舟云学术共收录了国内外主流学术期刊6万余种，收集的期刊论文及会议论文总量共计约1.5亿篇，并以每天添加12000余篇中外论文的速度递增。我们也可以为用户提供个性化、定制化的学者数据。欢迎来电咨询！咨询电话：010-8811{复制后删除}0370
www.globalauthorid.com
TOP
Copyright © 2019-2024 北京同舟云网络信息技术有限公司 京公网安备11010802033243号 京ICP备18003416号-3