Business and Management
Submitted By furqan123456
Article 1: (Anchor Article) Author Name | NORRIS I. BRUCE, KAY PETERS, and PRASAD A. NAIK∗ | Article Name | Discovering How Advertising Grows Salesand Builds Brands | Year | 2012 | Dependent Variable | Sales and building of brands | Independent Variable | Advertisement, Experience and Emotions | Sample Size | 332 respondents180 were male152 were femaleStudy was conducted in US | Exogenous Factors | culture | Endogenous Factors | Promotions, HRM and customer service. | Moderating /mediating variable | Emotions, past experience etc | Hypothesis | H1: sales is the operatinghierarchy. We also find the first empirical evidence thatintermediate effects are dynamic constructsH2: Their hypothesized model alsoconjectures the presence of a feedback loop from salesto experience. The authors argue that a consumer’smind “is not a blank sheet, but already containsconscious and unconscious memories of product purchasingand usage.is positively correlated with impulse buying. |
Author Name | Ganesh Iyer, David Soberman and J. Miguel Villas-Boas | Article Name | The Targeting of Advertising | Year | 2005 | Dependent Variable | Profits | Independent Variable | Advertising, Price and segmentation. | Sample Size | --------------------- | Exogenous Factors | Market environment | Endogenous Factors | Purchase timing, awareness and brand switching | Mediating/ Moderating variable | Attractiveness of advertisement. | Summary | - Major improvementsin the quality of consumer information and the growth of targeted media vehicles allow firms toprecisely target advertising to consumer segments within a market. This paper examines advertising strategywhen competing firms can target advertising to different groups of consumers within a market. |
Article 3: Author Name | Advertising and Conspicuous Consumption | Article Name | Daniel Krähmer | Year...