How Well Does Advertising Work? Generalizations from a Meta-Analysis of Brand Advertising Elasticity

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333 Citations (Scopus)

Original language	English
Pages (from-to)	457-471
Number of pages	15
Journal	Journal of Marketing Research
Volume	48
Issue number	3
DOIs	https://doi.org/10.1509/jmkr.48.3.457
Publication status	Published - 2011

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@article{b5671d2a595b44d8bd73b3d9a7517daa,

title = "How Well Does Advertising Work? Generalizations from a Meta-Analysis of Brand Advertising Elasticity",

author = "R Sethuraman and GJ Tellis and R Briesch",

year = "2011",

doi = "10.1509/jmkr.48.3.457",

language = "English",

volume = "48",

pages = "457--471",

journal = "Journal of Marketing Research",

issn = "0022-2437",

publisher = "SAGE Publications Ltd",

number = "3",

}

TY - JOUR

T1 - How Well Does Advertising Work? Generalizations from a Meta-Analysis of Brand Advertising Elasticity

AU - Sethuraman, R

AU - Tellis, GJ

AU - Briesch, R

PY - 2011

Y1 - 2011

U2 - 10.1509/jmkr.48.3.457

DO - 10.1509/jmkr.48.3.457

M3 - Article

SN - 0022-2437

VL - 48

SP - 457

EP - 471

JO - Journal of Marketing Research

JF - Journal of Marketing Research

IS - 3

ER -