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Customer insights for innovation : A framework and research agenda for marketing
Stefan Stremersch
,
Elke Cabooter
,
Ivan Guitart
,
Nuno Camacho
Article dans une revue
hal-04731671
v1
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Humor in Online Brand-to-brand Dialogues : Unveiling the Difference between Top Dog and Underdog Brands
Mathieu Béal
,
Charlotte Lécuyer
,
Ivan Guitart
Article dans une revue
hal-04666015
v1
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How and Why Does Corporate Reputation Moderate Mass Media News’ Impact On Market Value?
Ivan Guitart
,
Manfred Schwaiger
,
Johanna Eberhardt
Article dans une revue
hal-04346339
v1
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Increasing the effectiveness of display social media ads for startups : The role of different claims and executional characteristics
Guillaume Hervet
,
Ivan Guitart
Article dans une revue
hal-04325597
v1
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The impact of informational and emotional television ad content on online search and sales
Ivan Guitart
,
Stefan Stremersch
Article dans une revue
hal-03193729
v1
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Competitive advertising strategies for programmatic television
Ivan Guitart
,
Guillaume Hervet
,
Sarah Gelper
Article dans une revue
hal-02312409
v1
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Using eye-tracking to understand the impact of multitasking on memory for banner ads : the role of attention to the ad
Ivan Guitart
,
Guillaume Hervet
,
Diogo Hildebrand
Article dans une revue
hal-02312176
v1
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Advertising non-premium products as if they were premium : The impact of advertising up on advertising elasticity and brand equity
Ivan Guitart
,
Jorge Gonzalez
,
Stefan Stremersch
Article dans une revue
hal-02312175
v1
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The impact of contextual television ads on online conversions : An application in the insurance industry
Ivan Guitart
,
Guillaume Hervet
Article dans une revue
istex
hal-02312174
v1
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