Dynamics Of Retail Advertising: Evidence From A Field Experiment
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DOI: 10.1111/j.1465-7295.2008.00161.x
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- Gázquez-Abad, Juan Carlos & Canniére, Marie Hélène De & Martínez-López, Francisco J., 2011. "Dynamics of Customer Response to Promotional and Relational Direct Mailings from an Apparel Retailer: The Moderating Role of Relationship Strength," Journal of Retailing, Elsevier, vol. 87(2), pages 166-181.
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- Lewis, Michael & Whitler, Kimberly A. & Hoegg, JoAndrea, 2013. "Customer Relationship Stage and the Use of Picture-Dominant versus Text-Dominant Advertising: A Field Study," Journal of Retailing, Elsevier, vol. 89(3), pages 263-280.
- Tuli, Kapil R. & Mukherjee, Anirban & Dekimpe, Marnik G., 2012. "On the Value Relevance of Retailer Advertising Spending and Same-store Sales Growth," Journal of Retailing, Elsevier, vol. 88(4), pages 447-461.
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More about this item
JEL classification:
- L2 - Industrial Organization - - Firm Objectives, Organization, and Behavior
- L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
- M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
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