Mind-Set Metrics in Market Response Models: An Integrative Approach
Abstract
Demonstrations of marketing effectiveness currently proceed along two parallel tracks: Quantitative researchers model the direct sales effects of the marketing mix, and advertising and branding experts trace customer mind-set metrics (e.g., awareness, affect). The authors merge the two tracks and analyze the added explanatory value of including customer mind-set metrics in a sales response model that already accounts for short- and long-term...
Paper Details
Title
Mind-Set Metrics in Market Response Models: An Integrative Approach
Published Date
Aug 1, 2010
Volume
47
Issue
4
Pages
672 - 684
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