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Akademický článek

Does Childhood Exposure to a Brand Improve Brand Name Recognition?

Autor: PEILIN PHUA¹ peilin.phua@unisa.edu.au, PAGE, BILL² bill.page@marketingscience.info, GIANG TRINH² giang.trinh@unisa.edu.au, HARTNETT, NICOLE² nicole.hartnett@marketingscience.info, KENNEDY, RACHEL² achel.kennedy@marketingscience.info

Publikováno v: Journal of Advertising Research. Dec2023, Vol. 63 Issue 4, p370-383. 14p.

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Akademický článek

When Brands Go Dark: A Replication and Extension.

Autor: PEILIN PHUA¹ peilin.phua@unisa.edu.au, HARTNETT, NICOLE² nicole.hartnett@marketingscience.info, BEAL, VIRGINIA² virginia.beal@marketingscience.info, GIANG TRINH² Giang.Trinh@unisa.edu.au, KENNEDY, RACHEL² rachel.kennedy@marketingscience.info

Publikováno v: Journal of Advertising Research. Jun2023, Vol. 63 Issue 2, p172-184. 13p.

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When brands go dark: a replication and extension examining market share of brands that stop advertising for a year or longer

Autor: Peilin Phua, Nicole Hartnett, Virginia Beal, Giang Trinh, Rachel Kennedy

The value of mass media advertising can be demonstrated by quantifying what happens when it is removed. The current study does this, extending the work of Hartnett, Gelzinis, Beal, et al. (2021) by documenting changes in market share for 365 U.S. bra

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_dedup___::8e4dad9d9e4d3020cf0e7b19b5b0ec39
https://hdl.handle.net/11541.2/34562

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Examining older consumers' loyalty towards older brands in grocery retailing

Autor: Bill Page, Giang Trinh, Nicole Hartnett, Rachel Kennedy, Peilin Phua

This paper compares the buying behaviours of older and younger consumers of older and newer brands in grocery retailing. We analysed 88,000 purchases of 60 brands from six categories. Behavioural loyalty measures for different consumer age cohorts we

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_dedup___::4a8092228667fe01f953754775093830
https://hdl.handle.net/11541.2/138359

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Validating Bluetooth logging as metric for shopper behaviour studies

Autor: Bill Page, Peilin Phua, Svetlana Bogomolova

The ability to track shoppers as they move through retail environments using signals emitted by their communication devices kindles the interest of practitioners and researchers. This data collection method is cheap and has the ability to supply big

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_dedup___::2d849f3b4c738e78f85e0b5f56aeb1d1
https://hdl.handle.net/1959.8/162214

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