Comment: Measuring marketing effectiveness around major sports events: A comparison of two studies and a call for action (English)
- New search for: Gijsenberg, M. J.
- New search for: Gijsenberg, M. J.
In:
INTERNATIONAL JOURNAL OF RESEARCH IN MARKETING
;
31
, 1
;
30-32
;
2014
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ISSN:
- Article (Journal) / Print
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Title:Comment: Measuring marketing effectiveness around major sports events: A comparison of two studies and a call for action
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Contributors:Gijsenberg, M. J. ( author )
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Published in:INTERNATIONAL JOURNAL OF RESEARCH IN MARKETING ; 31, 1 ; 30-32
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Publisher:
- New search for: Elsevier Science B.V., Amsterdam.
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Publication date:2014-01-01
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Size:3 pages
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ISSN:
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Type of media:Article (Journal)
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Type of material:Print
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Language:English
- New search for: 658.8007
- Further information on Dewey Decimal Classification
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Classification:
DDC: 658.8007 -
Source:
© Metadata Copyright the British Library Board and other contributors. All rights reserved.
Table of contents – Volume 31, Issue 1
The tables of contents are generated automatically and are based on the data records of the individual contributions available in the index of the TIB portal. The display of the Tables of Contents may therefore be incomplete.
- 1
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Editorial for the first issue of 2014Goldenberg, J. / Muller, E. et al. | 2014
- 2
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Going for gold: Investigating the (non)sense of increased advertising around major sports eventsGijsenberg, M. J. et al. | 2014
- 16
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The role of sponsorship fit for changing brand affect: A latent growth modeling approachMazodier, M. / Quester, P. et al. | 2014
- 30
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Comment: Measuring marketing effectiveness around major sports events: A comparison of two studies and a call for actionGijsenberg, M. J. et al. | 2014
- 33
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Comment: Leveraging sport events over time: A comparison of sponsorship and sport event advertisingMazodier, M. / Quester, P. et al. | 2014
- 35
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A simple method for estimating preference parameters for individualsFrischknecht, B. D. / Eckert, C. / Geweke, J. / Louviere, J. J. et al. | 2014
- 49
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The effect of search channel elimination on purchase incidence, order size and channel choiceKonus, U. / Neslin, S. A. / Verhoef, P. C. et al. | 2014
- 65
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The commercial contribution of clinical studies for pharmaceutical drugsSood, A. / Kappe, E. / Stremersch, S. et al. | 2014
- 78
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Beating the recession blues: Exploring the link between family ownership, strategic marketing behavior and firm performance during recessionsKashmiri, S. / Mahajan, V. et al. | 2014
- 94
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Consumer response to uncertain promotions: An empirical analysis of conditional rebatesAilawadi, K. L. / Gedenk, K. / Langer, T. / Ma, Y. / Neslin, S. A. et al. | 2014
- 107
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When giving money does not work: The differential effects of monetary versus in-kind rewards in referral reward programsJin, L. / Huang, Y. et al. | 2014
- 117
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Naturally designed for masculinity vs. femininity? Prenatal testosterone predicts male consumers' choices of gender-imaged productsAspara, J. / Van Den Bergh, B. et al. | 2014
- 122
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Examining children's preference for phonetically manipulated brand names across two English accent groupsBaxter, S. / Lowrey, T. et al. | 2014
- 125
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Does exposure to dogs (cows) increase the preference for Puma (the colour white)? Not alwaysGill, T. / El Gamal, M. et al. | 2014
- EX3
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List of occasional reviewers - 2013| 2014
- iii
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Editorial Board| 2014