Renana Peres
Hebrew University of Jerusalem
AdvertisingAccelerationWord of mouthBusinessEconometricsPsychologyEconomicsMarketingSet (psychology)Boundary (real estate)New product developmentVoronoi diagramSpace (commercial competition)AttritionCompetition (economics)Diffusion of innovationsPreferenceService (systems architecture)Industrial organizationComputer scienceOperations researchRepresentation (mathematics)Customer equityBrand managementExpression (mathematics)
35Publications
13H-index
1,594Citations
Publications 31
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Understanding consumers’ associations with brands is at the core of brand management. This is challenging since consumers can associate a brand with any number of objects, emotions, activities, sce...
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#1Mitchell J. Lovett (UR: University of Rochester)H-Index: 8
#2Renana Peres (HUJI: Hebrew University of Jerusalem)H-Index: 13
Last. Linli Xu (UMN: University of Minnesota)H-Index: 5
view all 3 authors...
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#1Tom Dvir (HUJI: Hebrew University of Jerusalem)H-Index: 12
#2Renana Peres (HUJI: Hebrew University of Jerusalem)H-Index: 13
Last. Zeév Rudnick (TAU: Tel Aviv University)H-Index: 39
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When making important decisions such as choosing health insurance or a school, people are often uncertain what levels of attributes will suit their true preference. After choice, they might realize that their uncertainty resulted in a mismatch: choosing a sub-optimal alternative, while another available alternative better matches their needs. We study here the overall impact, from a central planner’s perspective, of decisions under such uncertainty. We use the representation of Voronoi tessellat...
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#1Renana PeresH-Index: 13
#2Sunali TalwarH-Index: 1
Last. Yuval FriedmannH-Index: 1
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This article analyzes how political leaders communicate with their target audiences and examines whether they adopt a country-specific communication persona, or react to the global media-intensive ...
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#1Mitchell J. Lovett (UR: University of Rochester)H-Index: 8
#2Renana Peres (HUJI: Hebrew University of Jerusalem)H-Index: 13
Last. Linli Xu (UMN: University of Minnesota)H-Index: 5
view all 3 authors...
Paid media expenditures could potentially increase earned media exposures such as social media posts and other word-of-mouth (WOM). However, academic research on the effect of advertising on WOM is scarce and shows mixed results. We examine the relationship between monthly Internet and TV advertising expenditures and WOM for 538 U.S. national brands across 16 categories over 6.5 years. We find that the average implied advertising elasticity on total WOM is small: 0.019 for TV, and 0.014 for Inte...
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#1Eitan Muller (NYU: New York University)H-Index: 46
#2Renana Peres (HUJI: Hebrew University of Jerusalem)H-Index: 13
Abstract Research on growth of innovations introduced to the market has gradually shifted its focus from aggregate-level diffusion to exploring how growth is influenced by a given social network structure's characteristics. In this paper, we critically review this branch of literature. We argue that the growth of an innovation in a social network is shaped by the network's structure. Borrowing from the field of industrial organization in economics, which defines itself as the study of the effect...
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#1Sarah GelperH-Index: 11
#2Renana Peres (HUJI: Hebrew University of Jerusalem)H-Index: 13
Last. Jehoshua Eliashberg (UPenn: University of Pennsylvania)H-Index: 39
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ABSTRACT Prior to their launch, many new products generate word of mouth (WOM) on social media. Such WOM typically increases toward the release date and contains sudden spikes. These spikes capture manifestations of peak consumer attention, and are therefore of clear managerial importance. Yet, they have not received research attention. This article is the first to provide a comprehensive, descriptive treatment of WOM spikes. The authors propose a conceptual framework to present spikes as a stan...
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#1Mitchell J. Lovett (UR: University of Rochester)H-Index: 8
#2Renana Peres (HUJI: Hebrew University of Jerusalem)H-Index: 13
Abstract Researchers seeking to study the relationships between consumers' communications, attitudes, and behaviors could benefit from monitoring consumers over time, across multiple locations and channels, and in a way that reflects consumers' subjective perceptions. Diaries on smartphones (mobile diaries) can be used as a research tool for such purposes. A mobile diary is a self-report instrument whereby people use their mobile handset to repeatedly report experiences of interest. Mobile diari...
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