Ivan Guitart

9
Documents

Publications

Publications

Image document

Customer insights for innovation : A framework and research agenda for marketing

Stefan Stremersch , Elke Cabooter , Ivan Guitart , Nuno Camacho
Journal of the Academy of Marketing Science, 2025, 53 (1), 29-51 p. ⟨10.1007/s11747-024-01051-8⟩
Article dans une revue hal-04731671 v1
Image document

Humor in Online Brand-to-brand Dialogues : Unveiling the Difference between Top Dog and Underdog Brands

Mathieu Béal , Charlotte Lécuyer , Ivan Guitart
Journal of Interactive Marketing, 2025, 60 (2), pp.196-215. ⟨10.1177/10949968241266828⟩
Article dans une revue hal-04666015 v1
Image document

How and Why Does Corporate Reputation Moderate Mass Media News’ Impact On Market Value?

Ivan Guitart , Manfred Schwaiger , Johanna Eberhardt
Schmalenbachs Zeitschrift für betriebswirtschaftliche Forschung, 2024, 76 (1), 1-28 p. ⟨10.1007/s41471-023-00175-x⟩
Article dans une revue hal-04346339 v1

Increasing the effectiveness of display social media ads for startups : The role of different claims and executional characteristics

Guillaume Hervet , Ivan Guitart
Journal of Business Research, 2022, 153, 467-478 p. ⟨10.1016/j.jbusres.2022.08.052⟩
Article dans une revue hal-04325597 v1
Image document

The impact of informational and emotional television ad content on online search and sales

Ivan Guitart , Stefan Stremersch
Journal of Marketing Research, 2021, 58 (2), 299-320 p. ⟨10.1177/0022243720962505⟩
Article dans une revue hal-03193729 v1
Image document

Competitive advertising strategies for programmatic television

Ivan Guitart , Guillaume Hervet , Sarah Gelper
JAMS, Journal of the Academy of Marketing Science, 2020, 48 (4), 753-775 p. ⟨10.1007/s11747-019-00691-5⟩
Article dans une revue hal-02312409 v1

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
International Journal of Advertising, 2019, 38 (1), 154-170 p. ⟨10.1080/02650487.2018.1473023⟩
Article dans une revue hal-02312176 v1
Image document

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
International Journal of Research in Marketing, 2018, 35 (3), 471-489 p. ⟨10.1016/j.ijresmar.2018.03.004⟩
Article dans une revue hal-02312175 v1

The impact of contextual television ads on online conversions : An application in the insurance industry

Ivan Guitart , Guillaume Hervet
International Journal of Research in Marketing, 2017, 34 (2), 480-498 p. ⟨10.1016/j.ijresmar.2016.10.002⟩
Article dans une revue istex hal-02312174 v1