Ivan Guitart

Publications

Article dans une revue (9)

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-04731671v1
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-04666015v1
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-04346339v1
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-04325597v1
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-03193729v1
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-02312409v1
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-02312176v1
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-02312175v1
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-02312174v1