Search Results - "Guitart, Ivan A."

How and why does corporate reputation moderate mass media news' impact on market value? by Guitart, Ivan A, Schwaiger, Manfred, Eberhardt, Johanna

“…In this study, we investigate whether corporate reputation reduces or amplifies mass media news' impact on market value. We conceptualize reputation as…”
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The Impact of Informational and Emotional Television Ad Content on Online Search and Sales by Guitart, Ivan A., Stremersch, Stefan

“…This article documents how informational and emotional appeals in more than 2,000 television ads for 144 car models, aired over four years, influence online…”
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Competitive advertising strategies for programmatic television by Guitart, Ivan A., Hervet, Guillaume, Gelper, Sarah

“…Programmatic television advertising technologies allow advertisers to detect the placement of competitor ads and schedule their own ads almost in real time…”
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The impact of contextual television ads on online conversions: An application in the insurance industry by Guitart, Ivan A., Hervet, Guillaume

“…The use of contextual advertising, defined as the delivery of ads in related editorial contents, is expected to grow in the television industry due to the…”
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Advertising non-premium products as if they were premium: The impact of advertising up on advertising elasticity and brand equity by Guitart, Ivan A., Gonzalez, Jorge, Stremersch, Stefan

“…Non-premium brands occasionally emulate their premium counterparts by using ads that emphasize premium characteristics such as superior performance and…”
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Using eye-tracking to understand the impact of multitasking on memory for banner ads: the role of attention to the ad by Guitart, Ivan A., Hervet, Guillaume, Hildebrand, Diogo

“…Media multitasking is on the rise due to the adoption of new technologies such as smartphones and tablets. In this article, we study how visual attention…”
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Increasing the effectiveness of display social media ads for startups: The role of different claims and executional characteristics by Hervet, Guillaume, Guitart, Ivan A.

“…•In our study, display social media ads’ elasticity is equal to 0.815.•98% of display social media ads’ effect occurs within two hours.•Adding informative…”
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Customer insights for innovation: A framework and research agenda for marketing by Stremersch, Stefan, Cabooter, Elke, Guitart, Ivan A., Camacho, Nuno

“…Customer insights play a critical role in innovation. In recent years, articles studying customer insights for innovation have risen in marketing and other…”
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