Benchmarking Advertising Efficiency
By Xueming Luo, Naveen Donthu. Journal of Advertising Research, 2001
111 citations recorded by the source corpus.
Subfields: Economics and Econometrics, Management Science and Operations Research, Marketing
View Paper: https://www.semanticscholar.org/paper/700146bd9b3c2876ffcbcd7af5ed5275da52d6c1
How researchers see this paper
The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.
In Economics and Econometrics
In Management Science and Operations Research
- Christian Homburg
- Xueming Luo
- Justin Paul
- Gerard J. Tellis
- Fotios Pasiouras
- Seshadri Tirunillai
- Iftekhar Hasan
- Yuliya Demyanyk
In Marketing
- Christian Homburg
- Xueming Luo
- Justin Paul
- S. Bhakar
- A. Cheung
- J. Wieseke
- Naeem Gul Gilal
- Faheem Gul Gilal
Citations in the corpus
- Does Celebrity Image Congruence Influences Brand Attitude and Purchase Intention? (2018, background): “Prior research has also explored the factors influencing the recall of outdoor advertising and the impact of advertising efficiency on generating sales (Donthu, Cherian, & Bhargava, 1993; Bhargava & Donthu, 1999; Luo & Donthu, 2001; Luo & Donthu, 2005).”
- Consumer Negative Voice and Firm-Idiosyncratic Stock Returns (2007, unknown): “Because profitability signals financial information, it influences stock price movements (Chauvin and Hirschey 1993; Luo and Donthu 2001, 2006).”
- Neglected Outcomes of Customer Satisfaction (2007, methodology): “Fifth, because DEA mathematical programming is nonparametric in nature and is sensitive to extreme data values and measure errors (Charnes, Cooper, and Rhodes 1978; Luo 2004; Luo and Donthu 2001), it is important to test the robustness of DEA-based advertising and promotion efficiency results.”