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Does banner advertising affect browsing for brands? clickstream choice model says yes, for some

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  • Oliver Rutz

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  • Randolph Bucklin

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    File URL: http://hdl.handle.net/10.1007/s11129-011-9114-3
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    Bibliographic Info

    Article provided by Springer in its journal Quantitative Marketing and Economics.

    Volume (Year): 10 (2012)
    Issue (Month): 2 (June)
    Pages: 231-257

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    Handle: RePEc:kap:qmktec:v:10:y:2012:i:2:p:231-257

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    Web page: http://www.springerlink.com/link.asp?id=111240

    Related research

    Keywords: Internet; Banner advertising; Clickstream; Logit choice models; Heterogeneity; C01; C11; C33; M31; M37;

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    References

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    1. Klein, Lisa R., 1998. "Evaluating the Potential of Interactive Media through a New Lens: Search versus Experience Goods," Journal of Business Research, Elsevier, vol. 41(3), pages 195-203, March.
    2. Geweke, John F. & Keane, Michael P. & Runkle, David E., 1997. "Statistical inference in the multinomial multiperiod probit model," Journal of Econometrics, Elsevier, vol. 80(1), pages 125-165, September.
    3. Wendy W. Moe & Peter S. Fader, 2004. "Dynamic Conversion Behavior at E-Commerce Sites," Management Science, INFORMS, vol. 50(3), pages 326-335, March.
    4. Alan L. Montgomery & Shibo Li & Kannan Srinivasan & John C. Liechty, 2004. "Modeling Online Browsing and Path Analysis Using Clickstream Data," Marketing Science, INFORMS, vol. 23(4), pages 579-595, November.
    5. Nobuhiko Terui & Masataka Ban & Greg M. Allenby, 2011. "The Effect of Media Advertising on Brand Consideration and Choice," Marketing Science, INFORMS, vol. 30(1), pages 74-91, 01-02.
    6. Eric J. Johnson & Wendy W. Moe & Peter S. Fader & Steven Bellman & Gerald L. Lohse, 2004. "On the Depth and Dynamics of Online Search Behavior," Management Science, INFORMS, vol. 50(3), pages 299-308, March.
    7. Danaher, Peter J. & Mullarkey, Guy W., 2003. "Factors Affecting Online Advertising Recall: A Study of Students," Journal of Advertising Research, Cambridge University Press, vol. 43(03), pages 252-267, September.
    8. Prasad A. Naik & Murali K. Mantrala & Alan G. Sawyer, 1998. "Planning Media Schedules in the Presence of Dynamic Advertising Quality," Marketing Science, INFORMS, vol. 17(3), pages 214-235.
    9. Patrali Chatterjee & Donna L. Hoffman & Thomas P. Novak, 2003. "Modeling the Clickstream: Implications for Web-Based Advertising Efforts," Marketing Science, INFORMS, vol. 22(4), pages 520-541, May.
    10. Matthew Stephens, 2000. "Dealing with label switching in mixture models," Journal of the Royal Statistical Society Series B, Royal Statistical Society, vol. 62(4), pages 795-809.
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