Category expansion through cross-channel demand spillovers-Reference-Cited by-同舟云学术

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Category expansion through cross-channel demand spillovers

Published:2023-09 Issue:3 Volume:40 Page:629-658
ISSN:0167-8116
Container-title:International Journal of Research in Marketing
language:en
Short-container-title:International Journal of Research in Marketing

Author:

Guler Ali Umut

Publisher

Elsevier BV

Subject

Marketing

Reference56 articles.

1. Advertising in a competitive market: The role of product standards, customer learning, and switching costs;Anderson;Journal of Marketing Research,2013

2. Adding bricks to clicks: Predicting the patterns of cross-channel elasticities over time;Avery;Journal of Marketing,2012

3. Reciprocal spillover effects: A strategic benefit of brand extensions;Balachander;Journal of Marketing,2003

4. Wearout effects of different advertising themes: A dynamic Bayesian model of the advertising-sales relationship;Bass;Marketing Science,2007

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