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Zdroje

Všetkých 766 zdrojov, z ktorých asistentka odpovedá, v 20 témach taxonómie; posledná aktualizácia 28. septembra 2026.

Ku každej práci máme vlastnú stručnú výskumnú poznámku, z ktorej Ebbie odpovedá. Plné texty prác neuchovávame; odkazy vedú na ich oficiálne verzie cez DOI. Ste autor a chcete prácu z Ebbie odstrániť? Napíšte nám .

Sila dôkazov

766 zdrojov podľa toho, kde vyšli

A552(72 %)
B118(15 %)
C37(5 %)
D59(8 %)

A: Recenzovaný článok v špičkovom vedeckom časopise (napr. Journal of Marketing, Science).

B: Iný recenzovaný vedecký časopis.

C: Kniha alebo konferenčný príspevok (iný typ recenzie).

D: Preprint, working paper alebo report. Neprešiel vedeckou recenziou.

Stav overenia

ako dobre je poznatok overený nezávislým výskumom

zákonitosť22(3 %)
nezávisle potvrdené85(11 %)
závisí od podmienok95(12 %)
obmedzené overenie552(72 %)

zákonitosť: Rovnaký vzorec sa opakuje naprieč desiatkami nezávislých datasetov, kategórií a krajín.

nezávisle potvrdené: Rovnaký výsledok našli aj iné tímy na iných dátach, zatiaľ však len v niekoľkých trhoch alebo kategóriách.

závisí od podmienok: Efekt je reálny, ale jeho smer či veľkosť závisí od konkrétnej podmienky.

obmedzené overenie: Zatiaľ jedna štúdia alebo jeden dataset. Nikto iný to nezávisle nezopakoval.

1Ako vzniká marketingové poznanie

113 zdrojov

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  • [2]Edward L. Kaplan, Paul Meier (1958). Nonparametric Estimation from Incomplete ObservationsA · obmedzené overenie39 337 citácií
  • [3]Gilbert A. Churchill Jr. (1979). A Paradigm for Developing Better Measures of Marketing ConstructsA · obmedzené overenie12 718 citácií
  • [4]Open Science Collaboration (2015). Estimating the reproducibility of psychological scienceA · nezávisle potvrdené8 829 citácií
  • [5]Joseph P. Simmons, Leif D. Nelson, Uri Simonsohn (2011). False-Positive PsychologyA · obmedzené overenie6 816 citácií
  • [6]Robert K. Merton (1968). The Matthew Effect in ScienceA · obmedzené overenie6 417 citácií
  • [7]Frank M. Bass (1969). A New Product Growth for Model Consumer DurablesA · zákonitosť5 985 citácií
  • [8]Eugene Garfield (1972). Citation Analysis as a Tool in Journal EvaluationA · obmedzené overenie2 826 citácií
  • [9]Eugene Garfield (1955). Citation Indexes for Science: A New Dimension in Documentation Through Association of IdeasA · obmedzené overenie2 313 citácií
  • [10]Thomas A. DiPrete, Gregory M. Eirich (2006). Cumulative Advantage as a Mechanism for Inequality: A Review of Theoretical and Empirical DevelopmentsA · obmedzené overenie2 044 citácií
  • [11]Deborah J. MacInnis (2011). A Framework for Conceptual Contributions in MarketingA · obmedzené overenie1 483 citácií
  • [12]Brian Uzzi, Satyam Mukherjee, Michael J. Stringer, Benjamin F. Jones (2013). Atypical Combinations and Scientific ImpactA · obmedzené overenie1 461 citácií
  • [13]Robert W. Palmatier, Mark B. Houston, John Hulland (2018). Review articles: purpose, process, and structureA · obmedzené overenie997 citácií
  • [14]Inge Geyskens, Jan-Benedict E. M. Steenkamp, Nirmalya Kumar (2006). Make, Buy, or Ally: A Transaction Cost Theory Meta-AnalysisA · nezávisle potvrdené933 citácií
  • [15]Gurumurthy Kalyanaram, Russell S. Winer (1995). Empirical Generalizations from Reference Price ResearchA · zákonitosť801 citácií
  • [16]Mark J. Brandt, Hans IJzerman, Ap Dijksterhuis, Frank J. Farach, Jason Geller, Roger Giner‐Sorolla, James A. Grange, Marco Perugini, Jeffrey R. Spies, Anna van 't Veer (2013). The Replication Recipe: What makes for a convincing replication?A · obmedzené overenie727 citácií
  • [17]Richard A. Kronmal (1993). Spurious Correlation and the Fallacy of the Ratio Standard RevisitedA · obmedzené overenie586 citácií
  • [18]Gerard J. Tellis (1988). The Price Elasticity of Selective Demand: A Meta-Analysis of Econometric Models of SalesA · zákonitosť568 citácií
  • [19]Constantine S. Katsikeas, Neil A. Morgan, Leonidas C. Leonidou, G. Tomas M. Hult (2016). Assessing Performance Outcomes in MarketingA · obmedzené overenie545 citácií
  • [20]Hans Baumgartner, Rik Pieters (2003). The Structural Influence of Marketing Journals: A Citation Analysis of the Discipline and its Subareas over TimeA · obmedzené overenie505 citácií
  • [21]Andrew S. C. Ehrenberg, Mark D. Uncles, Gerald J. Goodhardt (2004). Understanding Brand Performance Measures: Using Dirichlet BenchmarksA · zákonitosť429 citácií
  • [22]Raymond Hubbard, J. Scott Armstrong (1994). Replications and Extensions in Marketing: Rarely Published But Quite ContraryA · obmedzené overenie418 citácií
  • [23]Gary L. Lilien (2016). The B2B Knowledge GapA · obmedzené overenie375 citácií
  • [24]Christian S. Crandall, Jeffrey W. Sherman (2016). On the scientific superiority of conceptual replications for scientific progressA · obmedzené overenie357 citácií
  • [25]Peter E. Rossi (2014). Even the Rich Can Make Themselves Poor: A Critical Examination of IV Methods in Marketing ApplicationsA · obmedzené overenie354 citácií
  • [26]A. S. C. Ehrenberg (1959). The Pattern of Consumer PurchasesA · zákonitosť352 citácií
  • [27]Susanne Schmidt, Martin Eisend (2015). Advertising Repetition: A Meta-Analysis on Effective Frequency in AdvertisingA · nezávisle potvrdené302 citácií
  • [28]Katherine L. Milkman, Dena Gromet, Hung Ho, Joseph S. Kay, Timothy W. Lee, Pepi Pandiloski, Yeji Park, Aneesh Rai, Max Bazerman, John Beshears, Lauri Bonacorsi, Colin Camerer, Edward Chang, Gretchen Chapman, Robert Cialdini, Hengchen Dai, Lauren Eskreis-Winkler, Ayelet Fishbach, James J. Gross, Samantha Horn, Alexa Hubbard, Steven J. Jones, Dean Karlan, Tim Kautz, Erika Kirgios, Joowon Klusowski, Ariella Kristal, Rahul Ladhania, George Loewenstein, Jens Ludwig, Barbara Mellers, Sendhil Mullainathan, Silvia Saccardo, Jann Spiess, Gaurav Suri, Joachim H. Talloen, Jamie Taxer, Yaacov Trope, Lyle Ungar, Kevin G. Volpp, Ashley Whillans, Jonathan Zinman, Angela L. Duckworth (2021). Megastudies improve the impact of applied behavioural scienceA · obmedzené overenie266 citácií
  • [29]Frank M. Bass (1995). Empirical Generalizations and Marketing Science: A Personal ViewA · obmedzené overenie233 citácií
  • [30]Peter N. Golder, Marnik G. Dekimpe, Jake An, Harald J. van Heerde, Darren S.U. Kim, Joseph W. Alba (2022). Learning from Data: An Empirics-First Approach to Relevant Knowledge GenerationA · obmedzené overenie216 citácií
  • [31]David J. Reibstein, George Day, Jerry Wind (2009). Guest Editorial: Is Marketing Academia Losing Its Way?A · obmedzené overenie210 citácií
  • [32]Marnik G. Dekimpe, Dominique M. Hanssens (1995). Empirical Generalizations About Market Evolution and StationarityA · nezávisle potvrdené188 citácií
  • [33]David J. Reibstein, Paul Farris (1995). Market Share and Distribution: A Generalization, a Speculation, and Some ImplicationsA · zákonitosť165 citácií
  • [34]Joseph A. Cote, Siew Meng Leong, Jane Cote (1991). Assessing the Influence of Journal of Consumer Research: A Citation AnalysisA · obmedzené overenie155 citácií
  • [35]John U. Farley, Donald R. Lehmann (1994). Cross-National “Laws” and Differences in Market ResponseA · obmedzené overenie140 citácií
  • [36]Claes Fornell (1995). The Quality of Economic Output: Empirical Generalizations About Its Distribution and Relationship to Market ShareA · obmedzené overenie139 citácií
  • [37]Marko Sarstedt, Susanne Adler, Lea Rau, Bernd H. Schmitt (2024). Using large language models to generate silicon samples in consumer and marketing research: Challenges, opportunities, and guidelinesA · obmedzené overenie123 citácií
  • [38]John Lynch, Eric T. Bradlow, Joel Huber, Donald R. Lehmann (2015). Reflections on the replication corner: In praise of conceptual replicationsA · obmedzené overenie120 citácií
  • [39]A. S. C. Ehrenberg (1995). Empirical Generalisations, Theory, and MethodA · obmedzené overenie119 citácií
  • [40]Alexander Edeling, Alexander Himme (2018). When Does Market Share Matter? New Empirical Generalizations from a Meta-Analysis of the Market Share–Performance RelationshipA · závisí od podmienok118 citácií
  • [41]Angeline G. Close, Julie Guidry Moulard, Kent B. Monroe (2010). Establishing human brands: determinants of placement success for first faculty positions in marketingA · obmedzené overenie113 citácií
  • [42]Siew Meng Leong (1989). A Citation Analysis of the JournalA · obmedzené overenie111 citácií
  • [43]Malcolm Wright, Anne Sharp, Byron Sharp (2002). Market Statistics for the Dirichlet Model: Using the Juster Scale to Replace Panel DataA · obmedzené overenie88 citácií
  • [44]Peter C. Verhoef, Peter S.H. Leeflang, Jochen Reiner, Martin Natter, William Baker, Amir Grinstein, Anders Gustafsson, Pamela Morrison, John Saunders (2011). A Cross-National Investigation into the Marketing Department's Influence Within the Firm: Toward Initial Empirical GeneralizationsA · nezávisle potvrdené71 citácií
  • [45]John Dawes (2014). Cigarette brand loyalty and purchase patterns: An examination using US consumer panel dataA · nezávisle potvrdené60 citácií
  • [46]Robert W. Palmatier (2016). Editorial: the past, present, and future of JAMSA · obmedzené overenie60 citácií
  • [47]Dominique M. Hanssens (2018). The value of empirical generalizations in marketingA · obmedzené overenie52 citácií
  • [48]Hannes Datta, Harald J. van Heerde, Marnik G. Dekimpe, Jan‐Benedict E.M. Steenkamp (2022). Cross-National Differences in Market Response: Line-Length, Price, and Distribution Elasticities in 14 Indo-Pacific Rim EconomiesA · závisí od podmienok45 citácií
  • [49]Yoram (Jerry) Wind, Byron Sharp (2009). Advertising Empirical Generalizations: Implications for Research and ActionA · zákonitosť43 citácií
  • [50]Ivar Vermeulen, Camiel J. Beukeboom (2015). Effects of Music in Advertising: Three Experiments Replicating Single-Exposure Musical Conditioning of Consumer Choice (Gorn 1982) in an Individual SettingA · sporné40 citácií
  • [51]Michel Clement, Steven Wu, Marc Fischer (2014). Empirical generalizations of demand and supply dynamics for moviesA · nezávisle potvrdené39 citácií
  • [52]Andrew S.C. Ehrenberg, Neil R. Barnard, Byron Sharp (2000). Decision models or descriptive models?A · obmedzené overenie38 citácií
  • [53]Eugene Garfield (2006). Commentary: Fifty years of citation indexingA · obmedzené overenie36 citácií
  • [54]Reza Marvi, Dongmei Zha, Pantea Foroudi (2024). Elevating B2B branding in a global context: Integrating existing literature and proposing a forward-thinking conceptual frameworkA · obmedzené overenie35 citácií
  • [55]Cullen Habel, Larry Lockshin (2013). Realizing the value of extensive replication: A theoretically robust portrayal of double jeopardyA · závisí od podmienok32 citácií
  • [56]Rajshree Agarwal, Raj Echambadi, April M. Franco, MB Sarkar (2006). Reap Rewards: Maximizing Benefits from Reviewer CommentsA · obmedzené overenie29 citácií
  • [57]Felipe Pantoja, Patrícia Rossi, Adilson Borges (2015). How Product-Plot Integration and Cognitive Load Affect Brand Attitude: A ReplicationA · nezávisle potvrdené26 citácií
  • [58]V. Kumar (2016). My Reflections on Publishing in Journal of MarketingA · obmedzené overenie24 citácií
  • [59]Joseph A. Cote, Siew Meng Leong, Jane Cote (1992). Assessing the influence of marketing research on the social science literatureA · obmedzené overenie16 citácií
  • [60]Oleg Urminsky, Berkeley J Dietvorst (2024). Taking the Full Measure: Integrating Replication into Research Practice to Assess GeneralizabilityA · obmedzené overenie16 citácií
  • [61]Byron Sharp, Yoram (Jerry) Wind (2009). Today's Advertising Laws: Will They Survive the Digital Revolution?A · obmedzené overenie15 citácií
  • [62]Susanne Jana Adler, Lukas Röseler, Martina Katharina Schöniger (2023). A toolbox to evaluate the trustworthiness of published findingsA · obmedzené overenie15 citácií
  • [63]Stefan Stremersch, Isabel Verniers, Peter C. Verhoef (2007). The Quest for Citations: Drivers of Article ImpactA · obmedzené overenie15 citácií
  • [64]Yoram (Jerry) Wind, Byron Sharp, Karen Nelson-Field (2013). Empirical Generalizations: New Laws for Digital Marketing — How Advertising Research Must ChangeA · obmedzené overenie6 citácií
  • [65]Joseph Korkames, T. D. Stanley, Stefan Stremersch (2025). Meta-analysis of advertising effectiveness: New insights from improved bias correctionsA · sporné3 citácie
  • [66]Désirée A.C. Wieland, Björn Sven Ivens (2025). Not quite alike: Supplier relationship management in B2B marketing and supply chain literatureA · obmedzené overenie3 citácie
  • [67]Calvin Isch, Timothy G. Dorr, Neil Fasching, Grace Jennings, Duncan J. Watts (2026). Quantifying the prevalence and impact of overreaching causal claims in social scienceA · obmedzené overenie
  • [68]Christian Kowalkowski, Joona Keränen, Edwin J. Nijssen (2026). How B2B branding research measures up: A systematic review of key themes, theories, and methodsA · obmedzené overenie
  • [69]Philip M. Podsakoff, SCOTT B. MACKENZIE, Jeong Yeon Lee, Nathan Philip Podsakoff (2003). Common method biases in behavioral research: A critical review of the literature and recommended remedies.B · obmedzené overenie80 859 citácií
  • [70]David A. Whetten (1989). What Constitutes a Theoretical Contribution?B · obmedzené overenie2 277 citácií
  • [71]Robert I. Sutton, Barry M. Staw (1995). What Theory is NotB · obmedzené overenie1 876 citácií
  • [72]Kevin G. Corley, Dennis A. Gioia (2011). Building Theory about Theory Building: What Constitutes a Theoretical Contribution?B · obmedzené overenie1 669 citácií
  • [73]Ludo Waltman (2016). A review of the literature on citation impact indicatorsB · obmedzené overenie1 291 citácií
  • [74]Mark D. Uncles, Grahame R. Dowling, Kathy Hammond (2003). Customer Loyalty and Customer Loyalty ProgramsB · obmedzené overenie848 citácií
  • [75]Brian D. Earp, David Trafimow (2015). Replication, falsification, and the crisis of confidence in social psychologyB · obmedzené overenie498 citácií
  • [76]R. Murray Lindsay, Andrew S. C. Ehrenberg (1993). The Design of Replicated StudiesB · obmedzené overenie458 citácií
  • [77]Howard D. White (2001). Authors as citers over timeB · obmedzené overenie192 citácií
  • [78]Runyue Han, Hugo K.S. Lam, Yuanzhu Zhan, Yichuan Wang, Yogesh K. Dwivedi, Kim Hua Tan (2021). Artificial intelligence in business-to-business marketing: a bibliometric analysis of current research status, development and future directionsB · obmedzené overenie162 citácií
  • [79]James Bisbee, Joshua D. Clinton, Cassy Dorff, Brenton Kenkel, Jennifer Larson (2024). Synthetic Replacements for Human Survey Data? The Perils of Large Language ModelsB · obmedzené overenie143 citácií
  • [80]Michael R. Dougherty, Zachary Horne (2022). Citation counts and journal impact factors do not capture some indicators of research quality in the behavioural and brain sciencesB · obmedzené overenie124 citácií
  • [81]Dawn Iacobucci, Maria Petrescu, Anjala S. Krishen, Michael Bendixen (2019). The state of marketing analytics in research and practiceB · obmedzené overenie114 citácií
  • [82]Cheng Lu Wang (2025). Editorial: Demonstrating contributions through storytellingB · obmedzené overenie86 citácií
  • [83]Cheng Lu Wang (2022). Editorial – The misassumptions about contributionsB · obmedzené overenie67 citácií
  • [84]Kayvan Kousha, Mike Thelwall (2023). Factors associating with or predicting more cited or higher quality journal articles: An Annual Review of Information Science and Technology (ARIST) paperB · závisí od podmienok52 citácií
  • [85]William Stafford Noble (2017). Ten Simple Rules for Writing a Response to ReviewersB · obmedzené overenie39 citácií
  • [86]Dominique M. Hanssens, Peter S. H. Leeflang, Dick R. Wittink (2005). Market response models and marketing practiceB · obmedzené overenie38 citácií
  • [87]Marko Sarstedt, Doreen Neubert, Kati Barth (2016). The IKEA Effect: A Conceptual ReplicationB · nezávisle potvrdené29 citácií
  • [88]Dag W. Aksnes, Fredrik Niclas Piro, Lone Wanderås Fossum (2023). Citation metrics covary with researchers’ assessments of the quality of their worksB · obmedzené overenie23 citácií
  • [89]Maria Petrescu, Anjala S. Krishen (2023). A decade of marketing analytics and more to come: JMA insightsB · obmedzené overenie22 citácií
  • [90]Amy L. Wilson, Byron Sharp, Cathy Nguyen, Svetlana Bogomolova (2017). Expanding Marketing Empirical Generalisations to Health Behaviours: Physical Activity Is Not So Different From Buying Behaviour, After-AllB · nezávisle potvrdené14 citácií
  • [91]Beniamino Cappelletti–Montano, Silvia Columbu, Stefano Montaldo, Monica Musio (2021). New perspectives in bibliometric indicators: Moving from citations to citing authorsB · obmedzené overenie9 citácií
  • [92]Carlo D’Ippoliti, Lucio Gobbi, Christian Alexander Mongeau Ospina, Giulia Zacchia (2023). Social determinants of citations: An empirical analysis of UK economistsB · obmedzené overenie8 citácií
  • [93]Lutz Bornmann, Andreas Thor, Werner Marx, Loet Leydesdorff (2016). Identifying seminal works most important for research fields: Software for the Reference Publication Year Spectroscopy (RPYS)B · obmedzené overenie5 citácií
  • [94]Diego Kozlowski, Carolina Pradier, Pierre Benz, Natsumi S. Shokida, Jens Peter Andersen, Vincent Larivière (2025). Citation proximus: The role of social and semantic ties on citationsB · obmedzené overenie3 citácie
  • [95]Ayhan Akpınar (2024). Sketching a comprehensive picture of the marketing discipline: a bibliometric analysis covering eight top-tier journalsB · obmedzené overenie2 citácie
  • [96]Mike Thelwall, Kayvan Kousha, Emma Stuart, Meiko Makita, Mahshid Abdoli, Paul Wilson, Jonathan Levitt (2023). In which fields are citations indicators of research quality?B · obmedzené overenie1 citácia
  • [97]Eugene Garfield (1964). 'Science Citation Index' — A New Dimension in IndexingC · obmedzené overenie418 citácií
  • [98]Jonathan Z. Bakdash, Laura R. Marusich (2022). Left-truncated effects and overestimated meta-analytic meansC · obmedzené overenie26 citácií
  • [99]Brian A. Nosek, Charles R. Ebersole, Alexander C. DeHaven, David T. Mellor (2018). The Preregistration RevolutionC · obmedzené overenie17 citácií
  • [100]Byron Sharp (2010). How Brands Grow: What Marketers Don't KnowC · zákonitosť
  • [101]Loet Leydesdorff, Jordan A. Comins (2021). Reference Publication Year Spectroscopy (RPYS): Origins and Applications of a Research Program [2014-2018]D · obmedzené overenie235 citácií
  • [102]Dag W. Aksnes (2005). Citations and Their Use as Indicators in Science Policy: Studies of Validity and Applicability Issues with a Particular Focus on Highly Cited PapersD · obmedzené overenie26 citácií
  • [103]Seungjong Sun, Eungu Lee, Dongyan Nan, Xiangying Zhao, Wonbyung Lee, Bernard J. Jansen, Jang Hyun Kim (2024). Random Silicon Sampling: Simulating Human Sub-Population Opinion Using a Large Language Model Based on Group-Level Demographic InformationD · obmedzené overenie1 citácia
  • [104]Desmond C. Ong (2024). GPT-ology, Computational Models, Silicon Sampling: How should we think about LLMs in Cognitive Science?D · obmedzené overenie1 citácia
  • [105]Lachlan Deer, Susanne Jana Adler, Hannes Datta, Natalie Mizik, Marko Sarstedt (2024). Toward Open Science in Marketing ResearchD · obmedzené overenie1 citácia
  • [106]Dominique Hanssens (2011). What Is Known About the Long-Term Impact of AdvertisingD · obmedzené overenie
  • [107]Zhicheng Lin (2025). Synthetic respondents and the illusion of human dataD · obmedzené overenie
  • [108]Rachel Kennedy, Christopher Riquier, Byron Sharp (bez dátumu). Practical Applications of Correspondence Analysis to Categorical Data in Market ResearchD · obmedzené overenie
  • [109]Alonso Rodríguez-Navarro (2024). Distinct citation distributions complicate research evaluations. A single indicator that universally reveals research efficiency cannot be formulatedD · obmedzené overenie
  • [110]M. Senthilkumar, R. Sebastiyan, S. M. Mangalam (bez dátumu). An Overview of Citations, Citation Indicators and Research QualityD · obmedzené overenie
  • [111]Olivier Toubia, George Z. Gui, Tianyi Peng, Dennis J. Zhang (2025). Twin-2K-500: A dataset for building digital twins of over 2,000 people based on their answers to over 500 questionsD · obmedzené overenie
  • [112]Kianté Fernandez, Laura Berner, Blair R K Shevlin (2026). The threat of synthetic respondents extends to clinical mental health screeningD · obmedzené overenie
  • [113]Alan Hedges (bez dátumu). Testing to Destruction: A Critical Look at the Uses of Research in AdvertisingD · obmedzené overenie

2Zákonitosti nákupného správania

91 zdrojov

  • [1]Byron Sharp, Anne Sharp (1997). Loyalty Programs and Their Impact on Repeat-Purchase Loyalty PatternsA · obmedzené overenie787 citácií
  • [2]Andrew S. C. Ehrenberg, Gerald J. Goodhardt, T. Patrick Barwise (1990). Double Jeopardy RevisitedA · zákonitosť544 citácií
  • [3]Andrew S. C. Ehrenberg, Mark D. Uncles, Gerald J. Goodhardt (2004). Understanding Brand Performance Measures: Using Dirichlet BenchmarksA · zákonitosť429 citácií
  • [4]Subir Bandyopadhyay, Michael E. Martell (2006). Does attitudinal loyalty influence behavioral loyalty? A theoretical and empirical studyA · obmedzené overenie388 citácií
  • [5]A. S. C. Ehrenberg (1959). The Pattern of Consumer PurchasesA · zákonitosť352 citácií
  • [6]Mark D. Uncles, Andrew S. C. Ehrenberg, Kathy Hammond (1995). Patterns of Buyer Behavior: Regularities, Models, and ExtensionsA · zákonitosť273 citácií
  • [7]Jenni Romaniuk, Magda Nenycz-Thiel (2013). Behavioral brand loyalty and consumer brand associationsA · obmedzené overenie225 citácií
  • [8]Gerard J. Tellis (1988). Advertising Exposure, Loyalty, and Brand Purchase: A Two-Stage Model of ChoiceA · obmedzené overenie209 citácií
  • [9]Glen L. Urban, Philip L. Johnson, John R. Hauser (1984). Testing Competitive Market StructuresA · obmedzené overenie185 citácií
  • [10]Rajendra K. Srivastava, Mark I. Alpert, Allan D. Shocker (1984). A Customer-oriented Approach for Determining Market StructuresA · obmedzené overenie182 citácií
  • [11]Zachary Anesbury, Magda Nenycz-Thiel, John Dawes and Rachel Kennedy (2016). How Do Shoppers Behave Online? An Observational Study of Online Grocery ShoppingA · obmedzené overenie155 citácií
  • [12]John Dawes, Lars Meyer-Waarden, Carl Driesener (2015). Has Brand Loyalty Declined? A Longitudinal Analysis of Repeat Purchase Behavior in the UK and USAA · obmedzené overenie102 citácií
  • [13]Malcolm Wright, Anne Sharp, Byron Sharp (2002). Market Statistics for the Dirichlet Model: Using the Juster Scale to Replace Panel DataA · obmedzené overenie88 citácií
  • [14]Byron Sharp, Malcolm Wright, John Dawes, Carl Driesener, Lars Meyer-Waarden, Lara Stocchi, Philip Stern (2012). It's a Dirichlet World: Modeling Individuals' Loyalties Reveals How Brands Compete, Grow, and DeclineA · zákonitosť75 citácií
  • [15]John Dawes (2014). Cigarette brand loyalty and purchase patterns: An examination using US consumer panel dataA · nezávisle potvrdené60 citácií
  • [16]C. B. Bhattacharya, Peter S. Fader, Leonard M. Lodish, Wayne S. DeSarbo (1996). The Relationship between the Marketing Mix and Share of Category RequirementsA · obmedzené overenie59 citácií
  • [17]Mark D. Uncles, Chao Wang, Simon Kwok (2010). A Temporal Analysis of Behavioural Brand Loyalty among Urban Chinese ConsumersA · nezávisle potvrdené50 citácií
  • [18]Jaywant Singh, Andrew Ehrenberg, Gerald Goodhardt (2008). Measuring Customer Loyalty to Product VariantsA · nezávisle potvrdené49 citácií
  • [19]Gauthier Castéran, Polymeros Chrysochou, Lars Meyer‐Waarden (2019). Brand loyalty evolution and the impact of category characteristicsA · závisí od podmienok46 citácií
  • [20]Baek Jung Kim, Vishal Singh, Russell S. Winer (2017). The Pareto rule for frequently purchased packaged goods: an empirical generalizationA · obmedzené overenie46 citácií
  • [21]Zhilin Yang, Zili Bi, Nan Zhou (2005). The Double Jeopardy Phenomenon and the Mediating Effect of Brand Penetration between Advertising and Brand LoyaltyA · nezávisle potvrdené45 citácií
  • [22]Jenni Romaniuk, Byron Sharp (2000). Using Known Patterns in Image Data to Determine Brand PositioningA · obmedzené overenie40 citácií
  • [23]Andrew S.C. Ehrenberg, Neil R. Barnard, Byron Sharp (2000). Decision models or descriptive models?A · obmedzené overenie38 citácií
  • [24]Cullen Habel, Larry Lockshin (2013). Realizing the value of extensive replication: A theoretically robust portrayal of double jeopardyA · závisí od podmienok32 citácií
  • [25]Jenni Romaniuk, John Dawes and Magda Nenycz-Thiel (2018). Modeling Brand Market Share Change in Emerging MarketsA · nezávisle potvrdené32 citácií
  • [26]Carl Driesener, Cam Rungie (2021). The Dirichlet model in marketingA · zákonitosť26 citácií
  • [27]G. J. Goodhardt and A. S. C. Ehrenberg (1967). Conditional Trend Analysis: A Breakdown by Initial Purchasing LevelA · obmedzené overenie25 citácií
  • [28]John G. Dawes (2016). Testing the robustness of brand partitions identified from purchase duplication analysisA · nezávisle potvrdené24 citácií
  • [29]Subir Bandyopadhyay, Kunal Gupta (2004). Comparing double jeopardy effects at the behavioral and attitudinal levelsA · obmedzené overenie23 citácií
  • [30]Gerald J. Goodhardt, Andrew S. C. Ehrenberg, Christopher Chatfield (1984). The Dirichlet: A Comprehensive Model of Buying BehaviourA · zákonitosť22 citácií
  • [31]Zachary William Anesbury, Maxwell Winchester, Rachel Kennedy (2017). Brand user profiles seldom change and seldom differA · nezávisle potvrdené22 citácií
  • [32]Giang Trinh, Zachary William Anesbury (2015). An Investigation of Variation in Brand Growth and Decline across CategoriesA · nezávisle potvrdené22 citácií
  • [33]Cam Rungie, Mark Uncles, Gilles Laurent (2013). Integrating Consumer Characteristics into the Stochastic Modelling of Purchase LoyaltyA · obmedzené overenie19 citácií
  • [34]Giang Trinh, John Dawes, Byron Sharp (2023). Where Is the Brand Growth Potential? An Examination of Buyer GroupsA · obmedzené overenie17 citácií
  • [35]James McCabe, Philip Stern, Scott G Dacko (2013). Purposeful empiricism: How stochastic modeling informs industrial marketing researchA · obmedzené overenie16 citácií
  • [36]Sang-Uk Jung, Jianjun Zhu, Thomas S. Gruca (2016). A meta-analysis of correlations between market share and other brand performance metrics in FMCG marketsA · nezávisle potvrdené13 citácií
  • [37]John Wilkinson, Giang Trinh, Richard Lee, Neil Brown (2016). Can the negative binomial distribution predict industrial purchases?A · obmedzené overenie12 citácií
  • [38]Zachary William Anesbury, Callum Davies, Carl Driesener, Bill Page, Luke Greenacre, Song Yang, Johan Bruwer (2022). Death by 1000 ‘true fans’: Do marketing laws apply to music listening?A · nezávisle potvrdené11 citácií
  • [39]John Dawes (2014). Patterns in competitive structure among retail financial services brandsA · nezávisle potvrdené10 citácií
  • [40]Jaywant Singh, Francesca Dall’Olmo Riley (2021). Consumer perceptions and behaviour towards branded commoditiesA · nezávisle potvrdené9 citácií
  • [41]Afsana Hossain, Zachary William Anesbury, Carl Driesener, Giang Trinh (2023). Valuing the Contribution of Ultra-Light BuyersA · obmedzené overenie7 citácií
  • [42]Arry Tanusondjaja, Jenni Romaniuk, Magda Nenycz‐Thiel, Mototaka Sakashita, Vijay Viswanathan (2022). Examining Pareto Law across department store shoppersA · nezávisle potvrdené7 citácií
  • [43]Arry Tanusondjaja, Magda Nenycz-Thiel, John Dawes, Rachel Kennedy and Steven Dunn (2025). Does Size Matter? How Product Assortment Size Is Related to Brand PerformanceA · obmedzené overenie2 citácie
  • [44]Steven Dunn, Magda Nenycz-Thiel, Charles Graham, John Dawes, Nick Danenberg (2025). How Categories Grow: The Behavioural Drivers of Revenue GrowthA · obmedzené overenie2 citácie
  • [45]Barak Libai, Michael Haenlein, Sarah Gelper (2026). Is the Pareto a principle? A longitudinal exploration of inequality in category-level consumer spendingA · nezávisle potvrdené
  • [46]Mark D. Uncles, Grahame R. Dowling, Kathy Hammond (2003). Customer Loyalty and Customer Loyalty ProgramsB · obmedzené overenie848 citácií
  • [47]Cälin Gurǎu (2012). A life‐stage analysis of consumer loyalty profile: comparing Generation X and Millennial consumersB · závisí od podmienok292 citácií
  • [48]Byron Sharp, Malcolm Wright, Gerald Goodhardt (2002). Purchase Loyalty is Polarised into Either Repertoire or Subscription PatternsB · nezávisle potvrdené150 citácií
  • [49]Jenni Romaniuk, Byron Sharp, Andrew Ehrenberg (2007). Evidence concerning the Importance of Perceived Brand DifferentiationB · nezávisle potvrdené107 citácií
  • [50]S. Umit Kucuk (2010). Negative Double Jeopardy revisited: A longitudinal analysisB · obmedzené overenie81 citácií
  • [51]Andrew Ehrenberg, Gerald Goodhardt (2001). New Brands: Near-Instant LoyaltyB · obmedzené overenie73 citácií
  • [52]Jason P. Doyle, Kevin Filo, Heath McDonald, Daniel C. Funk (2012). Exploring sport brand double jeopardy: The link between team market share and attitudinal loyaltyB · nezávisle potvrdené54 citácií
  • [53]Charles Graham, Dag Bennett, Katrin Franke, Jia Lu-Henfrey, May Nagy-Hamada (2017). Double Jeopardy – 50 Years On. Reviving a Forgotten Tool that Still Predicts Brand LoyaltyB · zákonitosť45 citácií
  • [54]Kerry Mundt, John Dawes, Byron Sharp (2006). Can a Brand Outperform Competitors on Cross-Category Loyalty? An Examination of Cross-Selling Metrics in Two Financial Services MarketsB · obmedzené overenie29 citácií
  • [55]Cam Rungie, Gerald Goodhardt (2004). Calculation of Theoretical Brand Performance Measures from the Parameters of the Dirichlet ModelB · obmedzené overenie28 citácií
  • [56]Carl Driesener, Melissa Banelis, Cam Rungie (2017). If the Model Fits, Use It: Methods and Benchmarks for Evaluating NBD-Dirichlet Goodness-of-FitB · obmedzené overenie25 citácií
  • [57]Michelle Yoo, Billy Bai, Ashok K. Singh (2020). The evolution of behavioral loyalty and customer lifetime value over time: investigation from a Casino Loyalty ProgramB · obmedzené overenie24 citácií
  • [58]John Scriven, John Bound, Charles Graham (2017). Making Sense of Common Dirichlet DeviationsB · závisí od podmienok23 citácií
  • [59]Justin Cohen, Larry Lockshin, Byron Sharp (2012). A better understanding of the structure of a wine market using the attribute of varietyB · obmedzené overenie22 citácií
  • [60]John Dawes (2020). The Natural Monopoly Effect in Brand Purchasing: Do Big Brands Really Appeal to Lighter Category Buyers?B · nezávisle potvrdené17 citácií
  • [61]John Dawes, Allison E. Bond, Nicole Hartnett, Byron Sharp (2017). Does Double Jeopardy Apply Using Average Spend per Buyer as the Loyalty Metric?B · zákonitosť15 citácií
  • [62]Damien Wilson, Maxwell Winchester (2019). Extending the double jeopardy and duplication of purchase laws to the wine marketB · nezávisle potvrdené15 citácií
  • [63]Amy L. Wilson, Byron Sharp, Cathy Nguyen, Svetlana Bogomolova (2017). Expanding Marketing Empirical Generalisations to Health Behaviours: Physical Activity Is Not So Different From Buying Behaviour, After-AllB · nezávisle potvrdené14 citácií
  • [64]Alexander Buoye, Yuliya Komarova Loureiro, Sertan Kabadayi, Mohammad G. Nejad, Timothy L. Keiningham, Lerzan Aksoy, Jason Allsopp (2016). Is share of wallet exclusively about making customers happy or having more customers? Exploring the relationship between satisfaction and double jeopardyB · závisí od podmienok11 citácií
  • [65]Amy L. Wilson, Cathy Nguyen, Svetlana Bogomolova, Byron Sharp, Timothy Olds (2019). Analysing How Physical Activity Competes: A Cross-Disciplinary Application of the Duplication of Behaviour LawB · nezávisle potvrdené11 citácií
  • [66]Lara Stocchi, Vipul Pare, Rachel Fuller, Malcolm Wright (2017). The Natural Monopoly Effect in Brand Image AssociationsB · obmedzené overenie8 citácií
  • [67]Zachary William Anesbury, Steven Bellman, Carl Driesener, Bill Page, Byron Sharp (2022). Ageism Kills BrandsB · obmedzené overenie7 citácií
  • [68]John Dawes (2025). Examining the Brand-Level Associations between Customer Satisfaction, Demographic Profile and LoyaltyB · obmedzené overenie7 citácií
  • [69]Philip Stern (1994). Patterns of pharmaceutical prescribingB · obmedzené overenie4 citácie
  • [70]Francesca Bassi (2025). The NBD-Dirichlet model for Italian sparkling wines: understanding competitive relationships among brandsB · nezávisle potvrdené
  • [71]Byron Sharp, Erica Riebe, John Dawes, Nick Danenberg (2002). A Marketing Economy of Scale: Big Brands Lose Less of Their Customer Base Than Small BrandsB · nezávisle potvrdené
  • [72]Andrew Ehrenberg, Gerald Goodhardt (2016). Buyer Behaviour and Brand Performance Metrics 1968/69 — Breakfast Cereal and Dentifrice (Four Reports)B · nezávisle potvrdené
  • [73]Rachel Kennedy, Erica Riebe, Paul Ward (2026). How Channels Compete in the Modern Media EnvironmentB · nezávisle potvrdené
  • [74]Gordon R. Foxall, Jorge M. Oliveira-Castro, Victoria K. James, Teresa C. Schrezenmaier (2007). The Behavioral Economics of Brand ChoiceC · nezávisle potvrdené50 citácií
  • [75]Dag Bennett, Andrew Ehrenberg, and Gerald Goodhardt (2000). Two-Purchase Analysis of Brand Loyalty Among Petrol BuyersC · obmedzené overenie11 citácií
  • [76]Byron Sharp (2010). How Brands Grow: What Marketers Don't KnowC · zákonitosť
  • [77]Byron Sharp, Carl Driesener (2000). The Dirichlet's Buyer Behaviour Assumptions Really Do MatterC · obmedzené overenie
  • [78]Byron Sharp, Malcolm Wright (2000). Do Subscription Markets Show Dirichlet Patterns?C · obmedzené overenie
  • [79]Virginia Beal (2002). How Has UK Television Viewing Behaviour Changed Since the 1980s? Insights for the Australian MarketC · nezávisle potvrdené
  • [80]Jaywant Singh, Andrew Ehrenberg, Gerald Goodhardt (2000). Stock-Keeping Units: Examining Patterns of Buyer BehaviourC · obmedzené overenie
  • [81]Andrew Ehrenberg, Gerald Goodhardt (2002). Double Jeopardy RevisitedD · zákonitosť542 citácií
  • [82]Byron Sharp, Jenni Romaniuk, Charles Graham (2019). Marketing’s 60/20 Pareto LawD · zákonitosť4 citácie
  • [83]Alicia Grasby, Armando Corsi, John Dawes, Carl Driesener, Byron Sharp (2019). Brand Extensions: Does Buying a Brand in One Category Increase the Propensity to Buy It in Another?D · obmedzené overenie2 citácie
  • [84]Nick Danenberg, Phouthun Nay (2024). New Approaches to Estimating NBD-Dirichlet Model Parameters, from Measuring Goodness-of-Fit using Euclidean DistanceD · obmedzené overenie1 citácia
  • [85]John G. Dawes (2017). Investigating the Natural Monopoly Effect in Brand Purchasing: Do Big Brands Really Appeal More to Lighter Category Buyers?D · obmedzené overenie1 citácia
  • [86]José M. Labeaga, Nora Lado, Mercedes Martos-Partal (2007). Testing the Double Jeopardy Loyalty Effect Using Discrete Choice ModelsD · nezávisle potvrdené1 citácia
  • [87]Jenni Romaniuk, John Dawes, Byron Sharp, Arry Tanusondjaja, Magda Nenycz-Thiel (2021). How B2B Brands GrowD · obmedzené overenie
  • [88]Jason Allsopp, Byron Sharp, John Dawes (2004). The Double Jeopardy Line — Empirical ResultsD · zákonitosť
  • [89]Neznámy autor (2013). Buffeting Loyalties with AdvertisingD · obmedzené overenie
  • [90]A. S. C. Ehrenberg, Bruno Pouilleau (bez dátumu). The Analysis of a Contingency Table: The Pattern of Car SwitchingD · nezávisle potvrdené
  • [91]Katrin Franke (2020). How Small Brands Grow: Dirichlet Analysis of the Small Brand SyndromeD · nezávisle potvrdené

3Rast značky, kategórií a noviniek

38 zdrojov

  • [1]Frank M. Bass (1969). A New Product Growth for Model Consumer DurablesA · zákonitosť5 985 citácií
  • [2]Abbie Griffin, John R. Hauser (1993). The Voice of the CustomerA · obmedzené overenie1 923 citácií
  • [3]David H. Henard, David M. Szymanski (2001). Why Some New Products are More Successful than OthersA · nezávisle potvrdené1 471 citácií
  • [4]Abbie Griffin, John R. Hauser (1996). Integrating R&D and Marketing: A Review and Analysis of the LiteratureA · obmedzené overenie1 316 citácií
  • [5]Werner Reinartz, Jacquelyn S. Thomas, V. Kumar (2005). Balancing Acquisition and Retention Resources to Maximize Customer ProfitabilityA · obmedzené overenie765 citácií
  • [6]Julian Villanueva, Shijin Yoo, Dominique M. Hanssens (2008). The Impact of Marketing-Induced Versus Word-of-Mouth Customer Acquisition on Customer Equity GrowthA · obmedzené overenie562 citácií
  • [7]Woojung Chang, Steven A. Taylor (2016). The Effectiveness of Customer Participation in New Product Development: A Meta-AnalysisA · obmedzené overenie500 citácií
  • [8]Heiner Evanschitzky, Martin Eisend, Roger J. Calantone, Yuanyuan Jiang (2012). Success Factors of Product Innovation: An Updated Meta‐AnalysisA · nezávisle potvrdené470 citácií
  • [9]Koen Pauwels, Shuba Srinivasan (2004). Who Benefits from Store Brand Entry?A · obmedzené overenie378 citácií
  • [10]Fareena Sultan, John U. Farley, Donald R. Lehmann (1990). A Meta-Analysis of Applications of Diffusion ModelsA · závisí od podmienok325 citácií
  • [11]Rebecca J. Slotegraaf, Koen Pauwels (2008). The Impact of Brand Equity and Innovation on the Long-Term Effectiveness of PromotionsA · závisí od podmienok205 citácií
  • [12]David J. Reibstein, Paul Farris (1995). Market Share and Distribution: A Generalization, a Speculation, and Some ImplicationsA · zákonitosť165 citácií
  • [13]Barbara Deleersnyder, Marnik G. Dekimpe, Miklos Sarvary, Philip M. Parker (2004). Weathering Tight Economic Times: The Sales Evolution of Consumer Durables Over the Business CycleA · nezávisle potvrdené131 citácií
  • [14]Erica Riebe, Malcolm Wright, Philip Stern, Byron Sharp (2014). How to Grow a Brand: Retain or Acquire Customers?A · obmedzené overenie46 citácií
  • [15]Cathy Nguyen, Jenni Romaniuk, Margaret Faulkner, Eli Cohen (2017). Are two brands better than one? Investigating the effects of co-branding in advertising on audience memoryA · závisí od podmienok45 citácií
  • [16]Kirsten Victory, Magda Nenycz‐Thiel, John Dawes, Arry Tanusondjaja, Armando Maria Corsi (2021). How common is new product failure and when does it vary?A · obmedzené overenie38 citácií
  • [17]Jenni Romaniuk, John Dawes and Magda Nenycz-Thiel (2018). Modeling Brand Market Share Change in Emerging MarketsA · nezávisle potvrdené32 citácií
  • [18]Arry Tanusondjaja, Magda Nenycz-Thiel, John Dawes, Rachel Kennedy (2018). Portfolios: Patterns in brand penetration, market share, and hero product variantsA · nezávisle potvrdené28 citácií
  • [19]Charles Graham, Rachel Kennedy (2021). Quantifying the Target Market for AdvertisersA · obmedzené overenie27 citácií
  • [20]Giang Trinh, Zachary William Anesbury (2015). An Investigation of Variation in Brand Growth and Decline across CategoriesA · nezávisle potvrdené22 citácií
  • [21]Giang Trinh, John Dawes, Byron Sharp (2023). Where Is the Brand Growth Potential? An Examination of Buyer GroupsA · obmedzené overenie17 citácií
  • [22]James R. Taylor, Eric G. Moore, Edwin J. Amonsen (1994). Profiling technology diffusion categoriesA · obmedzené overenie11 citácií
  • [23]Steven Dunn, Charles Graham, Magda Nenycz-Thiel, Arry Tanusondjaja (2021). Investigating Undercurrents of Stationarity and Growth With Long-Term Panel DataA · obmedzené overenie10 citácií
  • [24]Steven Dunn, Magda Nenycz-Thiel, Charles Graham, John Dawes, Nick Danenberg (2025). How Categories Grow: The Behavioural Drivers of Revenue GrowthA · obmedzené overenie2 citácie
  • [25]Arry Tanusondjaja, Magda Nenycz-Thiel, John Dawes, Rachel Kennedy and Steven Dunn (2025). Does Size Matter? How Product Assortment Size Is Related to Brand PerformanceA · obmedzené overenie2 citácie
  • [26]Cathy Nguyen, Jenni Romaniuk, Margaret Faulkner, Eli Cohen (2019). Correction to: Are two brands better than one? Investigating the effects of co-branding in advertising on audience memoryA · obmedzené overenie2 citácie
  • [27]Andrew Ehrenberg, Gerald Goodhardt (2001). New Brands: Near-Instant LoyaltyB · obmedzené overenie73 citácií
  • [28]John Dawes (2020). The Natural Monopoly Effect in Brand Purchasing: Do Big Brands Really Appeal to Lighter Category Buyers?B · nezávisle potvrdené17 citácií
  • [29]Heath McDonald, Steven Dunn, Dominik Schreyer, Byron Sharp (2023). Understanding consumer behaviour in evolving subscription markets – lessons from sports season tickets researchB · obmedzené overenie17 citácií
  • [30]Zachary William Anesbury, Steven Bellman, Carl Driesener, Bill Page, Byron Sharp (2022). Ageism Kills BrandsB · obmedzené overenie7 citácií
  • [31]Liem Viet Ngo, Gary Gregory, Ryan Miller, Lu Lu (2022). Understanding the Role of Brand Salience in Brand Choice Decisions in the Charity SectorB · obmedzené overenie7 citácií
  • [32]Arry Tanusondjaja, Charles Graham, Steven Dunn, Magda Nenycz‐Thiel, Bruce McColl (2021). A rising tide lifts all boats: the role of share and category changes in managing organic sales growthB · obmedzené overenie6 citácií
  • [33]Ella Ward, Virginia Beal, John Dawes, Giang Trinh, Jenni Romaniuk (2025). Keeping it in the family: measures and drivers of portfolio brand cohesionB · obmedzené overenie1 citácia
  • [34]Byron Sharp (2010). How Brands Grow: What Marketers Don't KnowC · zákonitosť
  • [35]Geoffrey A. Moore (2014). Crossing the Chasm: Marketing and Selling Disruptive Products to Mainstream CustomersC · obmedzené overenie
  • [36]Alicia Grasby, Armando Corsi, John Dawes, Carl Driesener, Byron Sharp (2019). Brand Extensions: Does Buying a Brand in One Category Increase the Propensity to Buy It in Another?D · obmedzené overenie2 citácie
  • [37]Jenni Romaniuk, John Dawes, Byron Sharp, Arry Tanusondjaja, Magda Nenycz-Thiel (2021). How B2B Brands GrowD · obmedzené overenie
  • [38]Katrin Franke (2020). How Small Brands Grow: Dirichlet Analysis of the Small Brand SyndromeD · nezávisle potvrdené

4Segmentácia, targeting a positioning: kedy pomáhajú a kedy brzdia rast

19 zdrojov

  • [1]Anja Lambrecht, Catherine E. Tucker (2013). When Does Retargeting Work? Information Specificity in Online AdvertisingA · závisí od podmienok503 citácií
  • [2]Andrew S. C. Ehrenberg, Mark D. Uncles, Gerald J. Goodhardt (2004). Understanding Brand Performance Measures: Using Dirichlet BenchmarksA · zákonitosť429 citácií
  • [3]Eva Ascarza (2017). Retention Futility: Targeting High-Risk Customers Might Be IneffectiveA · obmedzené overenie275 citácií
  • [4]Christoph Fuchs, Adamantios Diamantopoulos (2010). Evaluating the effectiveness of brand‐positioning strategies from a consumer perspectiveA · obmedzené overenie197 citácií
  • [5]Pramod Iyer, Arezoo Davari, Mohammadali Zolfagharian, Audhesh K. Paswan (2018). Market orientation, positioning strategy and brand performanceA · obmedzené overenie189 citácií
  • [6]Glen L. Urban, Philip L. Johnson, John R. Hauser (1984). Testing Competitive Market StructuresA · obmedzené overenie185 citácií
  • [7]Sally Dibb, Lyndon Simkin (2001). Market Segmentation: Diagnosing and Treating the BarriersA · obmedzené overenie128 citácií
  • [8]Roberto Mora Cortez, Ann Højbjerg Clarke, Per Vagn Freytag (2021). B2B market segmentation: A systematic review and research agendaA · obmedzené overenie96 citácií
  • [9]Riza Casidy, David Sugianto Lie (2023). The effects of B2B sustainable brand positioning on relationship outcomesA · obmedzené overenie43 citácií
  • [10]Hans Mühlbacher, Angelika Dreher, Angelika Gabriel-Ritter (1994). MIPS—managing industrial positioning strategiesA · obmedzené overenie41 citácií
  • [11]Jenni Romaniuk, Byron Sharp (2000). Using Known Patterns in Image Data to Determine Brand PositioningA · obmedzené overenie40 citácií
  • [12]Byron Sharp, John Dawes, Kirsten Victory (2024). The Market-Based Assets Theory of Brand CompetitionA · obmedzené overenie34 citácií
  • [13]Christian Koch, Richard Gyrd‐Jones (2019). Corporate brand positioning in complex industrial firms: Introducing a dynamic, process approach to positioningA · obmedzené overenie30 citácií
  • [14]Charles Graham, Rachel Kennedy (2021). Quantifying the Target Market for AdvertisersA · obmedzené overenie27 citácií
  • [15]Pramod Iyer, Md Rokonuzzaman, Audhesh K. Paswan, Abdullah Alhidari (2022). B2B brand positioning – A capability (exploration x exploitation) based typology: Cases from the Middle EastA · obmedzené overenie11 citácií
  • [16]Avi Goldfarb, Catherine E. Tucker (2010). Privacy Regulation and Online AdvertisingA · závisí od podmienok3 citácie
  • [17]Stavros P. Kalafatis, Markos H. Tsogas, Charles Blankson (2000). Positioning strategies in business marketsB · obmedzené overenie201 citácií
  • [18]Jenni Romaniuk (2001). Brand positioning in financial services: A longitudinal test to find the best brand positionB · obmedzené overenie42 citácií
  • [19]Byron Sharp, Nick Danenberg, Steven Bellman (2018). Psychological Targeting (A Critical Comment)C · sporné15 citácií

5Značka: hodnota, salience a kultúra

53 zdrojov

  • [1]Kevin Lane Keller (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand EquityA · obmedzené overenie7 958 citácií
  • [2]Eric J. Arnould, Craig J. Thompson (2005). Consumer Culture Theory (CCT): Twenty Years of ResearchA · obmedzené overenie3 540 citácií
  • [3]Tülin Erdem, Joffre Swait (1998). Brand Equity as a Signaling PhenomenonA · obmedzené overenie1 935 citácií
  • [4]Douglas B. Holt (2002). Why Do Brands Cause Trouble? A Dialectical Theory of Consumer Culture and BrandingA · obmedzené overenie1 924 citácií
  • [5]Russell W. Belk (2013). Extended Self in a Digital WorldA · obmedzené overenie1 621 citácií
  • [6]Matthew Thomson (2006). Human Brands: Investigating Antecedents to Consumers’ Strong Attachments to CelebritiesA · obmedzené overenie1 129 citácií
  • [7]Emma K. Macdonald, Byron Sharp (2000). Brand Awareness Effects on Consumer Decision Making for a Common, Repeat Purchase Product: A ReplicationA · nezávisle potvrdené637 citácií
  • [8]Donna L. Hoffman, Thomas P. Novak (2018). Consumer and Object Experience in the Internet of Things: An Assemblage Theory ApproachA · obmedzené overenie606 citácií
  • [9]Markus Giesler, Ela Veresiu (2014). Creating the Responsible Consumer: Moralistic Governance Regimes and Consumer SubjectivityA · obmedzené overenie594 citácií
  • [10]Vithala R. Rao, Manoj K. Agarwal, Denise Dahlhoff (2004). How is Manifest Branding Strategy Related to the Intangible Value of a Corporation?A · obmedzené overenie578 citácií
  • [11]Civilai Leckie, Munyaradzi W. Nyadzayo, Lester W. Johnson (2016). Antecedents of consumer brand engagement and brand loyaltyA · obmedzené overenie434 citácií
  • [12]Florian Stahl, Mark Heitmann, Donald R. Lehmann, Scott A. Neslin (2012). The Impact of Brand Equity on Customer Acquisition, Retention, and Profit MarginA · obmedzené overenie367 citácií
  • [13]Ashlee Humphreys (2010). Megamarketing: The Creation of Markets as a Social ProcessA · obmedzené overenie361 citácií
  • [14]Robert Kozinets, Anthony Patterson, Rachel Ashman (2017). Networks of Desire: How Technology Increases Our Passion to ConsumeA · závisí od podmienok332 citácií
  • [15]Nailya Ordabayeva, Pierre Chandon (2011). Getting Ahead of the Joneses: When Equality Increases Conspicuous Consumption among Bottom-Tier ConsumersA · závisí od podmienok318 citácií
  • [16]Hannes Datta, Kusum L. Ailawadi, Harald J. van Heerde (2017). How Well Does Consumer-Based Brand Equity Align with Sales-Based Brand Equity and Marketing-Mix Response?A · závisí od podmienok297 citácií
  • [17]Markus Giesler (2012). How Doppelgänger Brand Images Influence the Market Creation Process: Longitudinal Insights from the Rise of Botox CosmeticA · obmedzené overenie284 citácií
  • [18]Carsten Baumgarth, Marco Schmidt (2010). How strong is the business-to-business brand in the workforce? An empirically-tested model of ‘internal brand equity’ in a business-to-business settingA · obmedzené overenie284 citácií
  • [19]Shuba Srinivasan, Marc Vanhuele, Koen Pauwels (2010). Mind-Set Metrics in Market Response Models: An Integrative ApproachA · obmedzené overenie270 citácií
  • [20]Raza Ali, Richard Lynch, T.C. Melewar, Zhongqi Jin (2014). The moderating influences on the relationship of corporate reputation with its antecedents and consequences: A meta-analytic reviewA · závisí od podmienok221 citácií
  • [21]Jenni Romaniuk, Byron Sharp (2004). Conceptualizing and Measuring Brand SalienceA · obmedzené overenie205 citácií
  • [22]Christoph Fuchs, Adamantios Diamantopoulos (2010). Evaluating the effectiveness of brand‐positioning strategies from a consumer perspectiveA · obmedzené overenie197 citácií
  • [23]Nailya Ordabayeva, Daniel Fernandes (2018). Better or Different? How Political Ideology Shapes Preferences for Differentiation in the Social HierarchyA · obmedzené overenie195 citácií
  • [24]Byron Sharp, John Dawes (2001). What is Differentiation and How Does it Work ?A · obmedzené overenie147 citácií
  • [25]Dominique M. Hanssens, Koen Pauwels, Shuba Srinivasan, Marc Vanhuele, Gökhan Yıldırım (2014). Consumer Attitude Metrics for Guiding Marketing Mix DecisionsA · obmedzené overenie123 citácií
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  • [27]Liwu Hsu, Susan Fournier, Shuba Srinivasan (2015). Brand architecture strategy and firm value: how leveraging, separating, and distancing the corporate brand affects risk and returnsA · nezávisle potvrdené104 citácií
  • [28]Christina Schamp, Mark Heitmann, Tammo H.A. Bijmolt, Robin Katzenstein (2022). The Effectiveness of Cause-Related Marketing: A Meta-Analysis on Consumer ResponsesA · závisí od podmienok99 citácií
  • [29]Jenni Romaniuk, Elise Gaillard (2007). The relationship between unique brand associations, brand usage and brand performance: analysis across eight categoriesA · obmedzené overenie73 citácií
  • [30]Jenni Romaniuk (2012). Modeling mental market shareA · obmedzené overenie62 citácií
  • [31]Jenni Romaniuk, Byron Sharp (2003). Brand Salience and Customer Defection in Subscription MarketsA · obmedzené overenie44 citácií
  • [32]Jenni Romaniuk, Byron Sharp (2000). Using Known Patterns in Image Data to Determine Brand PositioningA · obmedzené overenie40 citácií
  • [33]Byron Sharp, John Dawes, Kirsten Victory (2024). The Market-Based Assets Theory of Brand CompetitionA · obmedzené overenie34 citácií
  • [34]Małgorzata Karpińska-Krakowiak, Martin Eisend (2021). The Effects of Animistic Thinking, Animistic Cues, and Superstitions on Brand Responses on Social MediaA · závisí od podmienok29 citácií
  • [35]Nailya Ordabayeva, Monika Lisjak (2022). Perceiving, Coping with, and Changing Economic Inequality in the MarketplaceA · obmedzené overenie25 citácií
  • [36]Jenni Romaniuk, Magda Nenycz‐Thiel (2014). Measuring the Strength Of Color Brand-Name LinksA · obmedzené overenie24 citácií
  • [37]Kelly Vaughan, Armando Maria Corsi, Virginia Beal, Byron Sharp (2021). Measuring Advertising's Effect on Mental AvailabilityA · obmedzené overenie14 citácií
  • [38]Jaywant Singh, Francesca Dall’Olmo Riley (2021). Consumer perceptions and behaviour towards branded commoditiesA · nezávisle potvrdené9 citácií
  • [39]Fleura Bardhi, Matteo Corciolani, Daniele Dalli, Varala Maraj (2025). Beyond buying: Extending the concept of acquisition in consumptionA · obmedzené overenie8 citácií
  • [40]Ghalia Shamayleh, Zeynep Arsel (2025). Digital Affective Encounters: The Relational Role of Content Circulation on Social MediaA · obmedzené overenie8 citácií
  • [41]Ilias Danatzis, Tim Hill, Ingo Oswald Karpen, Michael Kleinaltenkamp (2025). Curating the Crowd: How Firms Manage Social Fit to Stage Social AtmospheresA · obmedzené overenie7 citácií
  • [42]Pierre-Yann Dolbec, Andrew N. Smith (2025). From fame and followers to fortune: How person-brands capture value in the creator economyA · obmedzené overenie5 citácií
  • [43]Qianying Huang, Zhuomin Shi, Claire Deng (2025). Navigating culture mixing: a framework for global brand legitimacy in an era of deglobalizationA · obmedzené overenie4 citácie
  • [44]Pelin Geyik, Henri Weijo (2025). How consumer market orientations shape algorithmic appreciation and avoidance in fashionA · obmedzené overenie3 citácie
  • [45]Peilin Phua, Larissa Mae Bali, Zac Anesbury, Byron Sharp (2026). Shape-based assets are strongest: benchmarking distinctive brand asset performance across industriesA · nezávisle potvrdené1 citácia
  • [46]Debashree Roy Bhattacharjee, Debasis Pradhan, Kunal Swani (2026). Business-to-Business (B2B) branding: What we know and where do we goA · obmedzené overenie
  • [47]Ann Terlaak, Andrew A. King (2006). The effect of certification with the ISO 9000 Quality Management Standard: A signaling approachB · obmedzené overenie511 citácií
  • [48]Christian P. Theurer, Andranik Tumasjan, Isabell M. Welpe, Filip Lievens (2016). Employer Branding: A Brand Equity‐based Literature Review and Research AgendaB · obmedzené overenie375 citácií
  • [49]Jenni Romaniuk, Byron Sharp, Andrew Ehrenberg (2007). Evidence concerning the Importance of Perceived Brand DifferentiationB · nezávisle potvrdené107 citácií
  • [50]Jenni Romaniuk (2001). Brand positioning in financial services: A longitudinal test to find the best brand positionB · obmedzené overenie42 citácií
  • [51]Mona Afshardoost, Mohammad Sadegh Eshaghi, Jana Bowden (2021). Internal brand management, brand understanding, employee brand commitment, and brand citizenship behavior: a meta-analysisB · závisí od podmienok36 citácií
  • [52]Lara Stocchi, Vipul Pare, Rachel Fuller, Malcolm Wright (2017). The Natural Monopoly Effect in Brand Image AssociationsB · obmedzené overenie8 citácií
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6Mentálna a fyzická dostupnosť: nákupné situácie a ľahkosť nákupu

17 zdrojov

  • [1]Emma K. Macdonald, Byron Sharp (2000). Brand Awareness Effects on Consumer Decision Making for a Common, Repeat Purchase Product: A ReplicationA · nezávisle potvrdené637 citácií
  • [2]M. Berk Ataman, Harald J. van Heerde, Carl F. Mela (2010). The Long-Term Effect of Marketing Strategy on Brand SalesA · obmedzené overenie314 citácií
  • [3]Jenni Romaniuk, Byron Sharp (2004). Conceptualizing and Measuring Brand SalienceA · obmedzené overenie205 citácií
  • [4]David J. Reibstein, Paul Farris (1995). Market Share and Distribution: A Generalization, a Speculation, and Some ImplicationsA · zákonitosť165 citácií
  • [5]Jenni Romaniuk, Elise Gaillard (2007). The relationship between unique brand associations, brand usage and brand performance: analysis across eight categoriesA · obmedzené overenie73 citácií
  • [6]Hannes Datta, Harald J. van Heerde, Marnik G. Dekimpe, Jan‐Benedict E.M. Steenkamp (2022). Cross-National Differences in Market Response: Line-Length, Price, and Distribution Elasticities in 14 Indo-Pacific Rim EconomiesA · závisí od podmienok45 citácií
  • [7]Jenni Romaniuk, Byron Sharp (2003). Brand Salience and Customer Defection in Subscription MarketsA · obmedzené overenie44 citácií
  • [8]Charles Graham, Rachel Kennedy (2021). Quantifying the Target Market for AdvertisersA · obmedzené overenie27 citácií
  • [9]Eunkyu Lee, Richard Staelin, Weon Sang Yoo, Rex Yuxing Du (2013). A “Meta-Analysis” of Multibrand, Multioutlet Channel SystemsA · obmedzené overenie26 citácií
  • [10]Kelly Vaughan, Armando Maria Corsi, Virginia Beal, Byron Sharp (2021). Measuring Advertising's Effect on Mental AvailabilityA · obmedzené overenie14 citácií
  • [11]Peilin Phua, Larissa Mae Bali, Zac Anesbury, Byron Sharp (2026). Shape-based assets are strongest: benchmarking distinctive brand asset performance across industriesA · nezávisle potvrdené1 citácia
  • [12]Lara Stocchi, Vipul Pare, Rachel Fuller, Malcolm Wright (2017). The Natural Monopoly Effect in Brand Image AssociationsB · obmedzené overenie8 citácií
  • [13]Liem Viet Ngo, Gary Gregory, Ryan Miller, Lu Lu (2022). Understanding the Role of Brand Salience in Brand Choice Decisions in the Charity SectorB · obmedzené overenie7 citácií
  • [14]Byron Sharp (2010). How Brands Grow: What Marketers Don't KnowC · zákonitosť
  • [15]Jenni Romaniuk (2022). Category Entry Points in a B2B World: Linking Buying Situations to Brand SalesD · obmedzené overenie
  • [16]Derek Yueh (2023). Building a Customer-Led Growth Strategy: Category Entry Points in Business BankingD · obmedzené overenie
  • [17]Jenni Romaniuk How do B2B brands compete (2021). How do B2B brands compete?D · nezávisle potvrdené

7Reklama: ako funguje a ako ju merať

77 zdrojov

  • [1]Richard E. Petty, John T. Cacioppo, David Schumann (1983). Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of InvolvementA · závisí od podmienok4 612 citácií
  • [2]Ashish Kumar, Ram Bezawada, Rishika Rishika, Ramkumar Janakiraman, P. K. Kannan (2016). From Social to Sale: The Effects of Firm-Generated Content in Social Media on Customer BehaviorA · závisí od podmienok949 citácií
  • [3]Dokyun Lee, Kartik Hosanagar, Harikesh S. Nair (2018). Advertising Content and Consumer Engagement on Social Media: Evidence from FacebookA · obmedzené overenie879 citácií
  • [4]Demetrios Vakratsas, Tim Ambler (1999). How Advertising Works: What Do We Really Know?A · závisí od podmienok642 citácií
  • [5]Anja Lambrecht, Catherine E. Tucker (2013). When Does Retargeting Work? Information Specificity in Online AdvertisingA · závisí od podmienok503 citácií
  • [6]Martin Eisend (2008). A meta-analysis of humor in advertisingA · závisí od podmienok486 citácií
  • [7]Jan Kietzmann, Jeannette Paschen, Emily Treen (2018). Artificial Intelligence in AdvertisingA · obmedzené overenie486 citácií
  • [8]Raj Sethuraman, Gerard J. Tellis, Richard A. Briesch (2011). How Well Does Advertising Work? Generalizations from Meta-Analysis of Brand Advertising ElasticitiesA · sporné469 citácií
  • [9]Marnik G. Dekimpe, Dominique M. Hanssens (1995). The Persistence of Marketing Effects on SalesA · obmedzené overenie465 citácií
  • [10]Tammo H. A. Bijmolt, Harald J. van Heerde, Rik G. M. Pieters (2005). New Empirical Generalizations on the Determinants of Price ElasticityA · zákonitosť446 citácií
  • [11]M. Berk Ataman, Harald J. van Heerde, Carl F. Mela (2010). The Long-Term Effect of Marketing Strategy on Brand SalesA · obmedzené overenie314 citácií
  • [12]Randall A. Lewis, Justin M. Rao (2015). The Unfavorable Economics of Measuring the Returns to Advertising*A · nezávisle potvrdené303 citácií
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  • [20]Barbara Deleersnyder, Marnik G. Dekimpe, Jan-Benedict E.M. Steenkamp, Peter S.H. Leeflang (2009). The Role of National Culture in Advertising's Sensitivity to Business Cycles: An Investigation across ContinentsA · závisí od podmienok196 citácií
  • [21]Xiaojing Yang, Robert E. Smith (2009). Beyond Attention Effects: Modeling the Persuasive and Emotional Effects of Advertising CreativityA · závisí od podmienok178 citácií
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  • [27]Karen Nelson-Field, Erica Riebe, Byron Sharp (2012). What’s Not to “Like?”A · obmedzené overenie118 citácií
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  • [38]Zhilin Yang, Zili Bi, Nan Zhou (2005). The Double Jeopardy Phenomenon and the Mediating Effect of Brand Penetration between Advertising and Brand LoyaltyA · nezávisle potvrdené45 citácií
  • [39]Yoram (Jerry) Wind, Byron Sharp (2009). Advertising Empirical Generalizations: Implications for Research and ActionA · zákonitosť43 citácií
  • [40]Vithala R. Rao (1972). Alternative Econometric Models of Sales-Advertising RelationshipsA · obmedzené overenie38 citácií
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  • [44]Thomas Blake, Chris Nosko, Steven Tadelis (2015). Consumer Heterogeneity and Paid Search Effectiveness: A Large-Scale Field ExperimentA · závisí od podmienok20 citácií
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  • [48]Kelly Vaughan, Armando Maria Corsi, Virginia Beal, Byron Sharp (2021). Measuring Advertising's Effect on Mental AvailabilityA · obmedzené overenie14 citácií
  • [49]Yoram (Jerry) Wind, Byron Sharp, Karen Nelson-Field (2013). Empirical Generalizations: New Laws for Digital Marketing — How Advertising Research Must ChangeA · obmedzené overenie6 citácií
  • [50]Peilin Phua, Nicole Hartnett, Virginia Beal, Giang Trinh, Rachel Kennedy (2023). When Brands Go Dark: A Replication and ExtensionA · nezávisle potvrdené4 citácie
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  • [52]Avi Goldfarb, Catherine E. Tucker (2010). Privacy Regulation and Online AdvertisingA · závisí od podmienok3 citácie
  • [53]Wan-Yun Yu, Zheng Wang, Chen-Chao Tao (2025). The Dynamics of Visual Attention to Advertising Messages in Video StoriesA · obmedzené overenie3 citácie
  • [54]William Caruso, Jenni Romaniuk, Bill Page, Zachary William Anesbury, John Williams (2024). The role of market research in pack redesign performanceA · obmedzené overenie2 citácie
  • [55]Virginia Beal, Jenni Romaniuk, Byron Sharp (2017). Television Advertising Television: Measuring the Ability of Promos to Deliver Ratings for New ProgramsA · obmedzené overenie2 citácie
  • [56]Peilin Phua, Larissa Mae Bali, Zac Anesbury, Byron Sharp (2026). Shape-based assets are strongest: benchmarking distinctive brand asset performance across industriesA · nezávisle potvrdené1 citácia
  • [57]William Caruso, Jenni Romaniuk, Bill Page, Zachary William Anesbury, Rashid Saeed, John Williams (2026). The packaging redesign modernisation dilemma: The relationship with familiarity, likeability, and its effect on purchase intentA · obmedzené overenie1 citácia
  • [58]Jenni Romaniuk, William Caruso, Ella Ward (2025). Can a face on pack help a brand stand out in grocery e-commerce environments?A · obmedzené overenie
  • [59]Byron Sharp (2010). Ehrenberg's View of AdvertisingA · obmedzené overenie
  • [60]Ella Ward, Song Yang, Jenni Romaniuk, Virginia Beal (2020). Building a unique brand identity: measuring the relative ownership potential of brand identity element typesB · obmedzené overenie68 citácií
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  • [64]Sara Herrada-Lores, Ma Mercedes Cuyás Palazón Cuyás Palazón, María Ángeles Iniesta Bonillo, Antonia Estrella-Ramón (2024). The communication of sustainability on social media: the role of dialogical communicationB · závisí od podmienok18 citácií
  • [65]Nicole Hartnett, Rachel Kennedy, Byron Sharp, Luke Greenacre (2016). Marketers' Intuitions About the Sales Effectiveness of AdvertisementsB · obmedzené overenie14 citácií
  • [66]Eytan Bakshy, Dean Eckles, Rong Yan, Itamar Rosenn (2012). Social Influence in Social Advertising: Evidence from Field ExperimentsC · závisí od podmienok202 citácií
  • [67]Vincent F. Hendricks, Mads Vestergaard (2018). The Attention EconomyC · obmedzené overenie16 citácií
  • [68]Byron Sharp, Nick Danenberg, Steven Bellman (2018). Psychological Targeting (A Critical Comment)C · sporné15 citácií
  • [69]Karen Nelson-Field (2020). The Attention Economy and How Media Works: Simple Truths for MarketersC · obmedzené overenie4 citácie
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  • [73]Neznámy autor (2013). Buffeting Loyalties with AdvertisingD · obmedzené overenie
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  • [75]Alan Hedges (bez dátumu). Testing to Destruction: A Critical Look at the Uses of Research in AdvertisingD · obmedzené overenie
  • [76]System1 (2026). The Cure for Dull: The Practical PrescriptionD · obmedzené overenie
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8Kreatíva a pozornosť: čo robí reklamu účinnou

26 zdrojov

  • [1]Robert B. Zajonc (1968). Attitudinal Effects of Mere ExposureA · nezávisle potvrdené6 708 citácií
  • [2]Richard E. Petty, John T. Cacioppo, David Schumann (1983). Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of InvolvementA · závisí od podmienok4 612 citácií
  • [3]Martin Eisend (2008). A meta-analysis of humor in advertisingA · závisí od podmienok486 citácií
  • [4]Xiaojing Yang, Robert E. Smith (2009). Beyond Attention Effects: Modeling the Persuasive and Emotional Effects of Advertising CreativityA · závisí od podmienok178 citácií
  • [5]Andrew Ehrenberg, Neil Barnard, Rachel Kennedy, Helen Bloom (2002). Brand Advertising As Creative PublicityA · obmedzené overenie157 citácií
  • [6]Zahra Seyedghorban, Hossein Tahernejad, Margaret Jekanyika Matanda (2015). Reinquiry into Advertising Avoidance on the Internet: A Conceptual Replication and ExtensionA · nezávisle potvrdené113 citácií
  • [7]Les Binet, Peter Field (2009). Empirical Generalizations about Advertising Campaign SuccessA · obmedzené overenie66 citácií
  • [8]Nicole Hartnett, Rachel Kennedy, Byron Sharp, Luke Greenacre (2015). Creative That Sells: How Advertising Execution Affects SalesA · nezávisle potvrdené48 citácií
  • [9]Cathy Nguyen, Jenni Romaniuk, Margaret Faulkner, Eli Cohen (2017). Are two brands better than one? Investigating the effects of co-branding in advertising on audience memoryA · závisí od podmienok45 citácií
  • [10]Ivar Vermeulen, Camiel J. Beukeboom (2015). Effects of Music in Advertising: Three Experiments Replicating Single-Exposure Musical Conditioning of Consumer Choice (Gorn 1982) in an Individual SettingA · sporné40 citácií
  • [11]Antonio G. Chessa, Jaap M. J. Murre (2007). A Neurocognitive Model of Advertisement Content and Brand Name RecallA · obmedzené overenie36 citácií
  • [12]Felipe Pantoja, Patrícia Rossi, Adilson Borges (2015). How Product-Plot Integration and Cognitive Load Affect Brand Attitude: A ReplicationA · nezávisle potvrdené26 citácií
  • [13]Wan-Yun Yu, Zheng Wang, Chen-Chao Tao (2025). The Dynamics of Visual Attention to Advertising Messages in Video StoriesA · obmedzené overenie3 citácie
  • [14]William Caruso, Jenni Romaniuk, Bill Page, Zachary William Anesbury, John Williams (2024). The role of market research in pack redesign performanceA · obmedzené overenie2 citácie
  • [15]Peilin Phua, Larissa Mae Bali, Zac Anesbury, Byron Sharp (2026). Shape-based assets are strongest: benchmarking distinctive brand asset performance across industriesA · nezávisle potvrdené1 citácia
  • [16]William Caruso, Jenni Romaniuk, Bill Page, Zachary William Anesbury, Rashid Saeed, John Williams (2026). The packaging redesign modernisation dilemma: The relationship with familiarity, likeability, and its effect on purchase intentA · obmedzené overenie1 citácia
  • [17]Jenni Romaniuk, William Caruso, Ella Ward (2025). Can a face on pack help a brand stand out in grocery e-commerce environments?A · obmedzené overenie
  • [18]Nicole Hartnett, Jenni Romaniuk, Rachel Kennedy (2016). Comparing Direct and Indirect Branding in AdvertisingB · obmedzené overenie27 citácií
  • [19]Nicole Hartnett, Rachel Kennedy, Byron Sharp, Luke Greenacre (2016). Marketers' Intuitions About the Sales Effectiveness of AdvertisementsB · obmedzené overenie14 citácií
  • [20]Vincent F. Hendricks, Mads Vestergaard (2018). The Attention EconomyC · obmedzené overenie16 citácií
  • [21]Karen Nelson-Field (2020). The Attention Economy and How Media Works: Simple Truths for MarketersC · obmedzené overenie4 citácie
  • [22]Les Binet, Peter Field (2013). The Long and theC · nezávisle potvrdené
  • [23]Byron Sharp (2014). When Seeing Isn't SeeingD · obmedzené overenie
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9Médiá a investície: reach, frekvencia, kontinuita a share of voice

26 zdrojov

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10Hodnota pre zákazníka, cena a zľavy

55 zdrojov

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11Lojalita, spokojnosť a CRM

56 zdrojov

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12Psychológia rozhodovania a vplyvu

67 zdrojov

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13Digitál, platformy a AI

107 zdrojov

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  • [83]Augustin Godinot, Fabien Tarissan (2023). Measuring the Effect of Collaborative Filtering on the Diversity of Users' AttentionB · obmedzené overenie7 citácií
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14Sociálne siete, influenceri a online odporúčania

21 zdrojov

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15Marketing a hodnota firmy

77 zdrojov

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16B2B: štruktúra trhu, konkurencia a ekonomika rastu

24 zdrojov

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17B2B: nákupné situácie, riziko a nákupná skupina

32 zdrojov

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18B2B: rast značky a pravidlo 95:5

48 zdrojov

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19B2B: vzťahy, dôvera a value-based selling

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  • [58]Leonardo Augusto de Vasconcelos Gomes, Ana Lúcia Figueiredo Facin, Lorenna Fernandes Leal, Eduardo Zancul, Mário Sérgio Salerno, Felipe Mendes Borini (2022). The emergence of the ecosystem management function in B2B firmsA · obmedzené overenie43 citácií
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20B2B: predaj — obchodné tímy, ABM a omnichannel

54 zdrojov

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21Ostatné práce v korpuse

9 zdrojov

Práce, ktoré bot pri odpovediach používa, ale zatiaľ nie sú kurátorsky priradené ku konkrétnej téme. Priraďujú sa priebežne pri redakčnej kontrole.

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