The effect of media advertising on brand consideration and choice

Marketing Science

Volumn 30, Issue 1, 2011, Pages 74-91

  Terui, Nobuhiko ^a   Ban, Masataka ^b   Allenby, Greg M ^c  

^a TOHOKU UNIVERSITY   (Japan)

^b MEJIRO UNIVERSITY   (Japan)

^c OHIO STATE UNIVERSITY   (United States)

Author keywords

Bayesian analysis; Determinants of utility; Threshold effects

Indexed keywords

EID: 79751485188     PISSN: 07322399     EISSN: 1526548X     Source Type: Journal    
DOI: 10.1287/mksc.1100.0590     Document Type: Article

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