The Impact of Brand Equity and Innovation on the Long-Term Effectiveness of Promotions

A resource‐based view of the firm

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Conceptualizing, Measuring, and Managing Customer-Based Brand Equity

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Industrial Market Structure and Economic Performance.

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Further Evidence on the Great Crash, the Oil-Price Shock, and the Unit-Root Hypothesis

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Generalized impulse response analysis in linear multivariate models

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New Introduction to Multiple Time Series Analysis

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Introduction to Multiple Time Series Analysis

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Unit Roots, Cointegration, and Structural Change

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Brand Synthesis: The Multidimensionality of Brand Knowledge

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The Effects of Sequential Introduction of Brand Extensions

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Market-Based Assets and Shareholder Value: A Framework for Analysis

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Impact of Sales Promotions on when, what, and how Much to Buy

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Error Bands for Impulse Responses

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Revenue Premium as an Outcome Measure of Brand Equity

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Effects of Brand Awareness on Choice for a Common, Repeat-Purchase Product

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MANAGING BRAND EQUITY

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Trading off between Value Creation and Value Appropriation: The Financial Implications of Shifts in Strategic Emphasis

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Applied Econometric Time Series

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Large Corporate Failures as Downward Spirals

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Information Load and Consumer Decision Making

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Price-Induced Patterns of Competition

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Market Intelligence Dissemination across Functional Boundaries

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Measuring brand value with scanner data

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New Products, Sales Promotions, and Firm Value: The Case of the Automobile Industry

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Broader Product Line: A Necessity to Achieve Success?

1990 • 564 citations

Introduction to Multiple Time Series Analysis

1993 • 563 citations

The Category-Demand Effects of Price Promotions

2001 • 550 citations

How Advertising Affects Sales: Meta-Analysis of Econometric Results

1984 • 511 citations

Stock Market Reactions to Brand Extension Announcements: The Effects of Brand Attitude and Familiarity

1995 • 482 citations

The Persistence of Marketing Effects on Sales

1995 • 461 citations

How T.V. Advertising Works: A Meta-Analysis of 389 Real World Split Cable T.V. Advertising Experiments

1995 • 444 citations

The Long-Term Effects of Price Promotions on Category Incidence, Brand Choice, and Purchase Quantity

2002 • 440 citations

The Contingency Value of Complementary Capabilities in Product Development

1999 • 439 citations

The Decomposition of Promotional Response: An Empirical Generalization

1999 • 438 citations

Consumers’ Perceptions of the Assortment Offered in a Grocery Category: The Impact of Item Reduction

1998 • 424 citations

Managing Advertising and Promotion for Long-Run Profitability

1999 • 412 citations

Sustained Spending and Persistent Response: A New Look at Long-Term Marketing Profitability

1999 • 390 citations

HOW DO BRANDS CREATE VALUE

2003 • 389 citations

Cross-Functional “Coopetition”: The Simultaneous Role of Cooperation and Competition Within Firms

2006 • 374 citations

Brand equity and the extendibility of brand names

1993 • 370 citations

The Effect of Promotion on Consumption: Buying More and Consuming it Faster

1998 • 312 citations

Promotional Elasticities and Category Characteristics

1996 • 298 citations

Do Promotions Benefit Manufacturers, Retailers, or Both?

2004 • 292 citations

Excess Behavioral Loyalty for High-Share Brands: Deviations from the Dirichlet Model for Repeat Purchasing

1993 • 266 citations

Forecasting economic time series using flexible versus fixed specification and linear versus nonlinear econometric models

1997 • 265 citations

Recursive and Sequential Tests of the Unit-Root and Trend-Break Hypotheses: Theory and International Evidence

1992 • 264 citations

MEMORY AND DECISION MAKING

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Product Leadership: Creating And Launching Superior New Products

1998 • 258 citations

The Long-Term Impact of Promotions on Consumer Stockpiling Behavior

1998 • 258 citations

The Dynamic Effect of Discounting on Sales: Empirical Analysis and Normative Pricing Implications

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Extend profits, not product lines

1995 • 252 citations

The Relationship Between Market Characteristics and Promotional Price Elasticities

1989 • 244 citations

Is 75% of the Sales Promotion Bump Due to Brand Switching? No, Only 33% Is

2003 • 244 citations

Evaluating the Financial Impact of Branding Using Trademarks: A Framework and Empirical Evidence

2009 • 243 citations

Mind-Set Metrics in Market Response Models: An Integrative Approach

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The decline and dispersion of marketing competence

2005 • 230 citations

Recursive and Sequential Tests of the Unit Root and Trend Break Hypothesis: Theory and International Evidence

1990 • 211 citations

Cross-Functional “Coopetition”: The Simultaneous Role of Cooperation and Competition within Firms

2006 • 204 citations

Competitive Reactions to Advertising and Promotion Attacks

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2000 • 189 citations

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Asymmetric and Neighborhood Cross-Price Effects: Some Empirical Generalizations

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2004 • 170 citations

The Influence of a Brand Name's Association Set Size and Word Frequency on Brand Memory

1989 • 162 citations

Dynamic Effects of the Order of Entry on Market Share, Trial Penetration, and Repeat Purchases for Frequently Purchased Consumer Goods

1992 • 160 citations

Long-run effects of price promotions in scanner markets

1998 • 159 citations

The Determinants of Pre- and Postpromotion Dips in Sales of Frequently Purchased Goods

2004 • 149 citations

Unobserved Retailer Behavior in Multimarket Data: Joint Spatial Dependence in Market Shares and Promotion Variables

2001 • 148 citations

A General Theory of Pass-Through in Channels with Category Management and Retail Competition

2005 • 131 citations

Persistence, cointegration, and aggregation

1993 • 126 citations

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2005 • 126 citations

On the Use of Econometric Models for Policy Simulation in Marketing

2005 • 102 citations

How retailer and competitor decisions drive the long-term effectiveness of manufacturer promotions for fast moving consumer goods

2007 • 87 citations

A Hierarchical Bayes Error Correction Model to Explain Dynamic Effects of Price Changes

2006 • 85 citations

Modeling Response to Advertising and Pricing Changes for “V-8” Cocktail Vegetable Juice

1986 • 72 citations

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2006 • 66 citations

Vector Autoregressive Models with Structural Changes in Regression Coefficients and in Variance-Covariance Matrices

2000 • 64 citations

The Asymmetric Share Effect: An Empirical Generalization on Cross-Price Effects

2002 • 54 citations

Brand-Level Effects of Stockkeeping Unit Reductions

2007 • 30 citations

Untitled

2001 • 25 citations

Making Old Brands New

1997 • 25 citations

The Value of Sticky Articles

2008 • 19 citations

Deleted Work

1955 • 0 citations